The World's First Plant-based Grime Track

Agency Network: 
Published/Aired: 
April 2021

Description

Restaurant chain Subway, legendary grime artist P Money and producers Star.One have joined forces to launch the world’s first plant-based grime track featuring sounds emitted by plants, on World Earth Day.

Championing veganism, the track, called “Vegang”, and an accompanying social campaign, was devised by Above+Beyond to appeal to Subway’s Gen Z audience – a demographic that will be looking for brands that take action this World Earth Day.

The track was created by extracting sound emissions from the plants used in Subway’s plant-based menu, using PlantWave technology, which detects electrical variations via electrodes placed on the leaves.

Alongside the track, and a TikTok video to announce the launch, the back story to the collaboration has been captured in a filmed documentary, directed by youth icon Jamal Edwards MBE and developed with production partners, RadicalMedia and Wake The Town. In the film, which will be broadcast across Twitter, Instagram and Facebook, P Money and Star.One discuss the innovative process of developing the grime track, as well as the benefits they feel due to their vegan lifestyles and the importance of caring for the planet.

The track itself will be available on TikTok from 22nd April, and to stream via Spotify in May.

Integrated advertisement created by Above+Beyond, United States for Subway, within the category: Food.

Advertising Agency: Above+Beyond
Production Co: Radical Media
Director: Jamal Edwards
DoP: Lewis Knaggs
Editor: Lewis Knaggs
Producer: Ali Khalil
Executive Producers: Ben Schneider, Jodie Brooks
Post Production: No.8
Sound Design: No.8
Music Supervision: Wake The Town Ltd
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