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Web Film
Youthline x ASB: Bagels by BENEE
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A song scientifically designed to help when you’re feeling anxious, this campaign from ASB and Youthline pairs one of New Zealand’s biggest pop stars with neuroscientists to create a new tool that supports young people with their mental well-being.
BENEE and her producer worked with scientists from Auckland University of Technology to produce the track using musical elements that are scientifically proven to relieve anxiety like the key of C major, a tempo of 60-80 bpm, harmony within the diatonic key and as few dynamic changes as possible. The music video was then designed with anxiety-relieving visual elements, including Eye Movement Desensitisation and Reprocessing (EDMR), a therapeutic tool used in the treatment of trauma. The university then carried out neurological and physiological testing that confirmed the song’s ability to ease the anxious mind. Bagels is now available as a free tool that anyone can use in the moments they feel overwhelmed, with all streaming proceeds going to support mental health charity, Youthline.
Client: ASB |
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