The Outshine snacks brand is launching a new campaign called A Million Ways to Outshine, with a high-energy track from KBV Records' artist Romans Are Alive. The band's song Green Light Burn Bright was licensed via KBV for the campaign, which broke May 1, created by agency J. Walter Thompson, New York.
The :30 spot, entitled A Million Ways to Outshine, is driven by the indie rock beat of the band and features a montage of action-packed scenes of outdoor sports, family fun and a healthy lifestyle that includes Outshine frozen snacks.. Paul Greco, Director of Music & Radio for J. Walter Thompson, turned to KBV Records Founder Tony Verderosa once the campaign's creative brief crystallized.
The client asked for a contemporary song that felt youthful, fun and brought some excitement to the visuals, Greco says. Tony and his team at KBV did an extensive search on artists that fit that mold, with songs that would express that emotion about the product.
The Right Song:
The song that ultimately stood out was the raw drums-and-guitar fueled Green Light Burn Bright by Romans Are Alive, a NYC-based band influenced by equal parts 60's Brit rock and 70's glam, which had the exact sound and style that the Outshine brand wanted. It just kept coming back that this was the right song, says Greco. It felt perfect for the brand and the spot.
An indie record label informed by the deep music supervision experience of Verderosa, KBV Records is structured to make synch licensing for advertising, TV and film a seamless experience. Once Green Light Burn Bright had been selected, Verderosa helped customize the track at New York's famed Avatar Studios to ensure a 100 percent fit with the campaign's messaging. Procuring the synch license for the Outshine brand was also streamlined by KBV Music's media-ready structure.
KBV specializes in connecting brands with emerging artists from all over the world, Verderosa says. Because of our expertise with music supervision and publishing, we're able to expedite a synch license efficiently.
More Than A Soundtrack:
Beyond the broadcast campaign, the Outshine brand is looking to Romans Are Alive and KBV Records to provide more than just the soundtrack for the brand - equally important are the Web/mobile branding components that also feature Green Light Burn Bright, including an Outshine brand remix that fans can download on the Outshine website at http://www.outshinesnacks.com. Other mutually beneficial tie-ins are also being explored.
Brands today, more than ever, like the idea of finding an emerging band and being part of their world, Tony Verderosa says. Bands take pride in that too - a campaign like this can be a huge assist in finding a much larger audience. When the song and the product are in synch like Outshine snacks and Romans Are Alive, it resonates with the audience and forges a visceral emotional connection.
The band's self-titled album will be released on May 6th, the same day the Outshine campaign launches.
About KBV Records:
Tony Verderosa, the founder of the KBV Records, is an established performer and music supervisor that has worked with Katy Perry, Dream Theaters John Petrucci, Joe Perry (Aerosmith), Coldcut and Michael Brecker among others. Tony has been at the forefront of Band/Brand Partnerships for almost 10 years. For more info about KBV Records go to http://www.kbvmusic.com.
About Nestl USA:
Named one of The World's Most Admired Food Companies in Fortune magazine for seventeen consecutive years, Nestl provides quality brands that bring flavor to life every day. From nutritious meals with LEAN CUISINE to baking traditions with NESTL TOLL HOUSE , Nestl USA makes delicious, convenient, and nutritious food and beverages that make good living possible. That's what Nestl . Good Food, Good Life is all about. Nestl USA, with 2013 sales of $10 billion, is part of Nestl S.A. in Vevey, Switzerland - the world's largest food company with a commitment to Nutrition, Health & Wellness - with 2013 sales of $99 billion. For product news and information, visit Nestleusa.com or Facebook.com/NestleUSA.
Creative Credits:
Client: Nestle/: Outshine Fruit Snacks
Project: A Million Ways to Outshine (:30)
Airdate: May 1, 2014
Agency: J. Walter Thompson, New York
Creative Director: Chad Baker
Art Director: Lindsey Montague
Copywriter: Chelsea Dubois
Producer: Gillian Blain
Director of Music & Radio: Paul Greco
Production Company: HSI/ The Sweet Shop, New York
Director: Margret & Joy/ Mark & Louis
Executive Producer: Maddie Carlton/ Laura Thoel
Music: KBV Records, New York
Artist: Romans Are Alive
Licensed Track: Green Light Burn Bright (Outshine Mix)
Executive Music Producer: Tony Verderosa
Editorial: Cosmo Street, New York
Audio Post: Sound Lounge, New York
Engineer: Rob Difondi
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The Outshine snacks brand is launching a new campaign called A Million Ways to Outshine, with a high-energy track from KBV Records' artist Romans Are Alive. The band's song Green Light Burn Bright was licensed via KBV for the campaign, which broke May 1, created by agency J. Walter Thompson, New York. 
