Droga5 and SoStereo are a match made in 1990’s heaven. Droga5 trusted SoStereo to not only find the sounds that match a brief, but the emotions that complement a campaign.
The Client
“Adweek” and “Ad Age’s Agency of the Decade in 2020. Number one on the 2021 “Ad Age” Agency A-List. It’s difficult to find the words to describe the absolute powerhouse that Droga5 is.
The Brief
Droga5 wanted to capture a moment for Hennessy’s Wild Rabbit Campaign. The sounds of 90’s Brooklyn. Boomboxes echoing sounds of soul, funk, jazz, classical, and the hiphop that sampled them all. Kids playing in the park, cabs honking, bodega doors chiming, leaves crunching, and the rough scratch of a chess piece being dragged across the board.
The Process
Droga5 recognizes that music is such a massive part of the experience and went full force on this campaign. Instead of the usual selection of 1 song for a commercial, Droga5 went ahead and selected 3 SoStereo artists to create the world of this story.
The Artists
Like Brooklyn, this ad is like a melting pot of different cultures.
Philadelphia based rapper/singer Ivy Sole set the vibe with her gritty “Lovely Fiction”
Greek artist Mister T. brought the throwback flavor with his infectious “Sibling”, and Copenhagen based Sweatshop funks us up with their bouncy record “DRUG”.
Each created their own interpretation of the classic NY Boom Bap sound, and created an intoxicating mix of diverse beats.
The Results
The commercial was both a critical and creative triumph. The visuals and sonics paired in a holy matrimony of grit, ambition, and storytelling. It’s no surprise that this campaign has won some of the most prestigious awards in advertising, including 4 D&AD Awards, one being a D&AD Graphite Pencil for Sound Design & Use of Music / Audio Composition. And 4 Clio awards, including a Clio for Sound Design and a Clio for Music in Film.
