The Veronicas surprised fans with the announcement of solo projects, which led to speculation of a split between the pop star twins Lisa and Jessica Origliasso.
But it was all part of a campaign led by BRING with Vodka Cruiser to normalise the conversation around female masturbation.
BRING is a creative agency part of the Universal Music Group that develops and markets influential artists.
The agency offers brands unique ways to connect to fans through Universal Music’s world-class talent, tools and capabilities. They create Cultural Capital for Australian brands, turning fan love into brand love.
Using streaming data, BRING have created bold, strategic and relevant work for some of Australia’s biggest brands, including American Express, EA, Klarna, LEGO, A-Leagues and Nintendo.
The agency has previously won multiple global and local awards for their work on EA, Klarna, A-Leagues and Wrigley’s among others.
In collaboration with TBWA\Melbourne, Eleven PR, PHD Media and Eight Productions – BRING have created music history by un-making an iconic Australian act in the name of closing the pleasure gap by launching two original songs, two music videos and a massive PR campaign around it to get Australia talking.
BRING was able to do this through:
• Rich data and insights led the agency to an an appropriate list of artists to ‘go solo’ for Vodka Cruiser
• A&R and production that led to two distinct songs, each in the voice of our solo artists
• Production at speed allowed the creation of two music videos with artist, brand and agency
• Industry leading music strategy consultation led to a unique and talkable song roll-out leading with The Veronica’s ‘going dark’ on social
• An ecosystem of touchpoints tailored to how music fans engage is currently in play to get the songs heard and seen
The Veronicas closed their social accounts late Sunday night, which lead to fan and media speculation of their split.
BRING noted that mainstream media picked up the story organically ahead of our brand reveal. The agency said it was a “risky tactic in a world of ‘fake news’.”
“But as the brand that stands for ‘giving the world some much needed fun’, Vodka Cruiser was brave enough to go there and we applaud them,” the agency said.
BRING said: “It’s a conversation that’s bigger than music. We captured branded content with The Veronicas and sex education advocate Chantelle Otten that unpacks the ‘self-pleasure gap’ narrative through an eco-system of touchpoints.
“And on the music side of things, Spotify visualisers allowed our content to shine on the platform and a unique double-sided vinyl is being sold to generate funds for our sex education charity.”
