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Creative

Wake The Town Reimagines 'You'll Never Walk Alone' for Standard Chartered Bank

Standard Chartered celebrates its 10 year relationship with the team with its latest ad

Wake The Town Reimagines 'You'll Never Walk Alone' for Standard Chartered Bank

When you think of Liverpool FC, only one song comes to mind.

‘You’ll Never Walk Alone’ (originally written by and Rogers & Hammerstein made famous by Gerry & The Pacemakers) is so synonymous with the club that as soon as we received the script for ‘A Liverpool Story’, Wake the Town knew it had no choice – nor did it want one.

It is the tune proudly expelled from the lungs of every supporter, from the players on the bench to the devoted fans at the top of the stadium. It also perfectly reflects Standard Chartered Bank’s message to its customers, and to every person who has watched the rise and fall - and rise again - of this team.

We weren’t asked to create something, but we followed our instinct and commissioned a bespoke cover by the incredibly talented Astræa. We knew the vocal needed to be sung by a female voice, especially since the ad itself is centred around a young woman, and we knew the music needed to be a combination of delicate and dynamic to compliment the film. We wanted the track to sound as if it were coming from the main character and to grow as she grew with the team.

We love working with Astræa for many reasons, but most of all because she understands visuals like no other, marrying them effortlessly with her beautiful arrangements. Astræa is the only artist we could trust to deliver something truly special and give the track the authentic beauty that the film deserved.

Once the usage and publishing fee was approved by all parties, we decided to take this track further for the Client by releasing it as a single on the same day as the ad airing, with proceeds from the release going towards Futurestars, a charity dedicated to providing education through sports to children in West Africa. With the likelihood of Liverpool winning the Premier League, we felt this was a great way to tie everything together, potentially raising money for a great cause and giving Liverpool fans a rebooted anthem close to their hearts.

Stream the single: ‘You’ll Never Walk Alone’ here.

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Client

Advertiser: Standard Chartered Bank

Global Head, Brand & Marketing: Emma Sheller

Global Head, Sponsorship & Events: Caroline Darcy

Project Lead, Brand Refresh: Louise Cullen

Head, Sponsorships: Miguel Betrisey

Senior Manager, Sponsorships: Marc Davies

Creative

Creative Agency: TBWA Singapore

Production agency: SixToes

Production Company

Production Company: Somesuch

Producers: Haydn Evans & Ryan Shanholtzer

Director: Rollo Jackson

Executive Producer: Scott O’Donnell

Producer: Tom Gardner

Production Manager: Maddy Perkins

Cinematographer: Bobby Shore

Production Designer: Sami Khan

Costume Stylist: Verity May Lane

Casting Director: Martin Gibbins

TV Editorial: The Whitehouse Editor - Ryan Boucher

Post Production / VFX

Post Production Company: Time Based Arts

Colourist: Simone Grattarola

Singapore Post Production: Heckler

Executive Producer: Richard Mayo-Smith

Flame Artists: Pedro Santos, Sacha Schmidt

Music

Music Supervison: Arnold Hattingh & Harley Beckmann-Hawksley @ Theodore / Wake The Town

Artist: Astraea

Publisher: Peer Music / Concord Music Publishing

Label: MFMI

Sound

Sound Company: Factory Studios Singapore

Sound Mix: Song Zu

Sound Designer: Peter Duffy

Head of Sound Design: Damian Waddell

Executive Producer: Donny Pereira

Category: Music , Sports and Leisure

Genre: Music & Sound Design