Interactive ad: ASB x Youthline: Bagels by Benee

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Top 6: October 25th 2023

To help the 1 in 4 young people experiencing anxiety, we paired New Zealand's biggest popstar, Benee, with neuroscientists to create a song that calms you when you feel anxious.

This was not an ad. It was a tool, clinically proven to reduce symptoms of anxiety designed to reach struggling young people through their screens and headphones.

The song was produced using musical elements scientifically proven to reduce anxiety and was complemented by a music video designed with therapeutically calming visual techniques. The song outperformed all others in testing for short-term anxiety relief, becoming #1 on the NZ Singles Charts overnight, and is now in use in classrooms and by counselors across New Zealand.

Category Public interest
Client ASB x Youthline
Agency The Monkeys Aotearoa
Production Assembly
Country New Zealand
Uploaded 24 October, 2023

Credits

Director
Matt Von Trott
Chief Creative Officer
Damon Stapleton
Senior Copywriter
Nick Dellabarca
Creative Director
James Conner
Creative Director
Christie Cooper
Senior Art Director
Liz Richards
Art Director
Jack Close
Copywriter
Zak Hawkins
Executive Producer
Jane Oak
DoP
Darryl Ward
Photographer
Frances Carter
Head of Strategy
Tom Sykes
Animation
Josh Fourt-Wells
Head of Integrated Production
Rosie Grayson
Animation
Frankie Principe
Motion Graphics Designer
Will Bardebes
Group Business Director
Ruth Coulson
Senior Business Manager
Olive Broughton

Other credits

Youthline

Chief Executive Officer: Shae Ronald

Clinical and Services Manager: Joanna Madsen

Fundraising, Marketing and Communications Manager: David Baker

Partnerships Specialist: Tiffany Eastgate

Chief Business Officer: Storm Day

Senior Strategist: Craig McLeod

Design Lead: Lucinda Fortescue-Hansen

Senior Finished Artist: Lisa Stowers

PR Consultant: Kimberley Kastelan

Music production partners

BENEE – Songwriter/Artist

Josh Fountain – Songwriter/Producer

Tiare Kelly – BVs

Doug Clarke – Vocal engineer

Aaron Short – Mix engineer

Chris Chetland – Mastering engineer

Campbell Smith – Manager, CRS Management

Auckland University of Technology Academic partners

Dr Daniel Shepherd, Associate Professor AUT

Dr Mangor Pedersen, Associate Professor AUT

Dr Amy Kercher, Lecturer and Clinical Psychologist AUT

Geet Vashista, Post Graduate Student AUT

Assembly

Lead Art Direction and Animation: Josh Fourt-Wells

Art Direction and Animation: Frankie Principe

3D Animator: Elliot Stronge

Agent: Emily Moon, Loupe Agency

Design Agency: One Design

Videographer: Finn Cochrane

Grade: Pete Ritchie

Online: Creature Films

Sound Mixing: Liquid Studios

Media partners

Dentsu NZ

Acquire NZ

Search Republic

ASB x Youthline: Bagels by Benee

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