SPONSORSHIP

YAHOO | TANK & THE BANGAS SPONSORED MUSIC VIDEO
CREATIVE DIRECTOR

With this music video, we got Yahoo to show, rather than tell, its brand promise at a transformative time in collective culture. Three weeks after the murder of George Floyd, our team at Yahoo worked with creative agency Elephant and Grammy winners Tank and the Bangas to release a song originally recorded to score a new Yahoo ad campaign. The campaign had been shelved due to Covid, but we believed we had something beautiful to share, so we resurrected behind-the-scenes footage to create the music video, funded the release of the song and allowed the band to bring it to the world via their own social channels.

By allowing the artists to shine, we brought a message of love, unity and hope to the world and lived Yahoo’s brand promise of connecting people to their passions. Industry press praised Yahoo’s backseat role and the vid has since been honored with a Clio and a D&AD Pencil.

When people think of sponsorships, logo-splattering and cobranding come to mind — and I’ve done those, too — but the reason I love this example was that our brand got out of the way and raised up voices to spread the values of the brand including joy and trust. During this time, I was part of a small online meditation group and it was a proud moment when another member posted this video to brighten others’ day, without knowing I had helped to make it.

Creative Directors: Lee Piper, Emmy Morton, Marco Pupo, Betsy Decker
ECDs: Jim Bosiljevac, Pablo Marques
Strategy: Jeff Clift
Agency: Yahoo in-house + Elephant