MassiveMusic Reinterprets Joss Stone’s ‘Free Me’ for UBS' New Brand Campaign

UBS has launched a global campaign highlighting its efforts around women and diversity initiatives with a new international wave of its brand campaign focusing on women. 

Harnessing the power of music to enforce the message, the campaign features a version of ‘Free Me’ by Grammy Award winning singer Joss Stone, re-recorded exclusively for the campaign by MassiveMusic.

Stylistically, the film expands on the financial services company’s overall brand campaign, ‘Life’s Questions’, which launched last year.

This latest campaign follows on from the launch of UBS’ new sonic branding in 2015, which MassiveMusic helped to craft. This time, the team at MassiveMusic was presented with the brief to find a track that creates the right emotional context for the questions asked in the film, as well as being in line with the sonic identity of the brand.

The MassiveMusic team settled on re-interpreting the Joss Stone track, ‘Free Me’, which has been released on iTunes and Spotify on 6th March 2017.

Moos Lamerus, Senior Producer at MassiveMusic, comments: “This was one of those opportunities where we could showcase the true strength and breadth of everything we do as a full-service music agency – from song search and artist handling to music production. Working on this project with UBS  and Joss Stone was a 360-degree immersive experience which gave us free rein to live up to our full potential.” 

The track, which Stone wrote, fulfils several key elements of the brief as a track sung by a woman who has spoken out on the subject of gender equality, while the positive spirit of the track resonates with the campaign’s empowering message. 

Joss Stone comments: “The guys at MassiveMusic really did their homework! I am pleasantly surprised when people are aware of the real intention of my songs. When they suggested my track for this story it felt like nothing but sweet serendipity to me - a perfect fit." 

The new wave of the UBS brand campaign, which will run on TV-like environments and digital channels globally launches 6th March 2017.