The leading business networking site LinkedIn has nearly 10 million users in Germany, with access to 630 million members in 150 countries. We collaborated with the client on a social media campaign across all their channels for the German market to attract young professionals to the platform. This was a full service production, with our brief covering original music composition and support services, including content management for a number of different cutdowns.
This co-creation saw us build a close collaboration with Ivory Productions, director Oliver Mohr and creative agency Uplift. The campaign focuses on LinkedIn’s community, using real members to give the stories authenticity and bring the network to life for the audience.
Building on the importance of being a part of a bigger community and not missing out on opportunities in the world of work, we created a number of different compositions to capture this feeling. The groove and melody we chose to represent the sound of connection underscored the confident tone of the script, adding a contemporary and positive feel that reflects what LinkedIn can do. We then added sound design and edited and mixed the tracks to EBU R128 standards for online and TV use.
