ASB’s partnership with The Monkeys Aotearoa, part of Accenture Song, win a gold Clio for their campaign with Kiwi musician BENEE in 2023.
A collaboration with mental health charity Youthline and leading neuroscientists resulted in the creation of the single ‘Bagels’ by BENEE, a song that is scientifically designed to reduce anxious feelings.
The campaign was recognised with a gold Clio for their Use of Music, a bronze clio for Innovation and was shortlisted for Partnerships and Collaboration.
The Monkeys Aotearoa worked alongside ASB on this project following the rise in anxiety that is impacting one in five Kiwis.
Working alongside experts across AUT, BENEE and her producer Josh Fountain were able to create a song using anxiety-relieving elements.
‘Bagels’ included elements that calmed brain activity in the frontal and parietal lobes, areas in the brain that are associated with regulating emotions and the fight or flight response.
Through the song they hoped to create a free tool for young Kiwis to ease their anxious feelings.
A music video powered by science was also created with in collaboration with The Monkeys and New Zealand animation house Assembly.
“We set out to create a tool that would help the young people of New Zealand, but during the process we learnt so much about how the human mind works, and what we need to help calm our inner monologue in a modern world,” says Chief Creative Officer at The Monkeys, Damon Stapleton.
“We’re grateful to the amazing contributors who helped make a creative idea come to life, grounded in science and psychology.”
Following the creation of the song, an integrated creative campaign to promote the song was used across social media and influencer content to grab the attention of young Kiwis.
The Clios, judged by a panel of international advertising professionals, recognised the effort of ASB, The Monkeys Aotearoa, Youthline and more for their innovative work.
“To be awarded by our international peers, with one of the world’s most recognisable advertising accolades, for me, validates the dedication of the team that worked on creating Bagels,” says Helen Fitzsimons, Chief Marketing Officer, ASB.
“Everyone involved in creating Bagels by BENEE believed deeply in the project and a Gold Clio represents the smarts, creativity and hard work of the people behind it,” she says.
