Overview

Our mission is to produce music for Lifebuoy's advertising that is different and more prominent than the brand's previous Tet music products.
Market share of 1.1 billion users, 60% GenZ, more than 154 countries globally promote "team" work culture: dancing, filming videos, pov comedy, etc.

Grasping this trend, Garnier wishes to have a music marketing campaign targeting this audience group.

Reimagine the iconic Lay's Stax song for a modern office setting. We sought to create a soundtrack that captured the feeling of a much-needed break, transforming the mundane into a moment of delicious escape. Our goal was to highlight Lay's Stax as the perfect workplace companion, inspiring efficiency, happiness, and a trendy vibe.

Partnering with Dentsu Redder, we embarked on a collaborative journey to craft a new version of the Lay's Stax song tailored to the urban, modern office worker. By immersing ourselves in the target audience's world, we gained valuable insights into their needs and preferences.

We sought to create a soundtrack that was playful, dynamic, and addictive, leaving a lasting impression. Our approach involved a blend of inspiration and experimentation, fueled by the enjoyment of Lay's Stax during our own brainstorming sessions.

The result is a captivating composition that encapsulates the multi-faceted experience of a workplace break. From the initial tension of deadlines to the exhilarating release of enjoyment, our soundtrack mirrors the emotional journey of office workers.

We incorporated key elements that resonated with our target audience, such as relatable lyrics, a trendy sound, and a focus on the product's unique qualities. The use of phrases like "tắc quá tắc quá" (overwhelmed) and "deadline cứ thế bao vây" (deadlines closing in) effectively conveyed the pressures of office life.

The music's dynamic structure, featuring a blend of Hiphop Trap, Jersey Club, and Pop Disco elements, created a vibrant and engaging atmosphere. The rhythmic explosion, reminiscent of the passing of a Lay's Stax tube, added a playful touch.

By associating Lay's Stax with the joyful experience of a workplace break, we aimed to create a lasting connection between the product and the desired lifestyle.

In two weeks, the campaign garnered over 6.2 million views on YouTube and an impressive 68 million+ views on TikTok.