- Product/Brand - Boohoo.com
- Spot - We Are Free
- Music Title - Love Grows
- Composer - Eliot, Morris
- Publisher - Universal
- Artist - Rae Morris
- Master Rights - Warner - Atlantic
- Music Supervisor - The Sync Agency
- Ad Agency - Boohoo.com
- Film Company - Hatch Creative
- Film Director - Antoine Piazza, Mark Harrison
- Post Production - Hatch Creative
- Air Date - 19/4/15
Sometimes it takes a while to get all the ducks properly in line. But once they are the results are worth the wait.
Blackpool-born singer songwriter Rae Morris was only 18 when she appeared on the BBC Introducing stage at Reading and Leeds festivals in 2011.
Within weeks she had deals in place with Universal for publishing and Warner Music’s Atlantic imprint for records.
But it took four years of meticulous artist development to turn her into the overnight sensation whose debut album Unguarded rocketed into the Top 10 earlier this year.
Now her latest single Love Again, already A Listed at Radio 2 and released this week, looks set to follow it into the charts.
Adbreak watchers will recognise Love Again from Boohoo.com’s latest We Are Free campaign.
Following recent successes with Kiesza and Years And Years, the online fashion retailer is has carved itself a reputation for syncing top pop sounds into its screen campaigns.
But as part of a wider marketing plan initiated by her media savvy Machine Management team (whose roster includes Clean Bandit and the aforementioned Years & Years), Boohoo is to support Morris’ first UK festival tour with print ads and the front page of its Stylefix magazine.
“The Boohoo customer lives in the moment and so Rae is a great fit for us,” says Boohoo marketing director Richard Clark.
“She has a great sense of personal style and individual musical identity, which fits with our brand DNA.”
So could Love Again make it two Number Ones in a row for Boohoo.com?