Cannes Lions
UNDERWONDER CONTENT, Los Angeles / THEIR SONG CALLED "OLDER" / 2023
Overview
Entries
Credits
Background
The situation is the world is ending and people have accepted their fate and find the beauty in spending their final moments, not in fright, but in happiness by spending it with those they love.
The brief and objective was finding an unexpected way to interpret the songs lyrics and emotionally impact viewers in a new and original way for a ballad style song.
Idea
The creative idea revolves around people spending their final moments on earth happy in the company of those they love as a mushroom cloud rips across the earth.
It's a sentimental song and we wanted to tap into the emotion of finding happiness through grief in an original way. This was to complement showcasing the band in a new adult light as much of their fan base has grown up.
It was also an outlet for Ukrainian director Ivanna Borin to find a way to indirectly comment on the situation and destruction her country faces on a daily basis.
Strategy
The video is meant to also that we are all one community and living through the same struggles and to have empathy for one another. It's diversity is meant to show that we are all one.
Outcome
The results of the video have led to almost 2 million views on YouTube and a best music video shortlist/nomination at the Shots Awards in Los Angeles taking place in May. The video has been hailed as one of the band's best videos and helped the band seamlessly transition for being a younger band to a more mature band.