Gottschalks

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Problem

Gottschalks Department Store needed a song for their Back to School ad campaign for TV, Radio, Theaters, and the Web during the Summer. They wanted to feature a young sound that was current; something that sounded like rock but with elements of pop. It had to be fun, unbeat, lively, energetic, and current. It had to be affordable. And it had to be something that would help get the attention of young kids who are generally not very receptive to back to school messages.

Solution

We used our database of tracks and sent them a list of potential choices. They liked the sound of one of the bands, Latch Key Kid, and asked to hear more. Gavin Heany has two albums listed with us and we sent them the 15 tracks from those albums that could work for their project: the lyrics had to be positive in tone as they would be featured in the spot they were creating. They fell in love with two of the tracks and ultimately settled on “Fountain of Youth”, especially perfect because they were featuring young kids in the ad. The song sounds like an updated poppy version of some combination of The Doors and The Supremes, infused with the Latch Key Kid’s lyrics.

Later, Gottschalks wanted us to get Gavin Heany to star in the spot, now created around the music. After the successful spot was in the can, the client wanted the Latch Key Kids to perform a concert in their main store. They even ran a promotional MP3 giveaway based around the Latch Key Kid’s ad.

This was a great marriage of creative and music. The music ended up driving the whole campaign to a very successful conclusion.

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