OUR ROLE: Agency Music Production, Original Song
THE STORY: The 2014 Winter Olympics in Sochi marked the first time in 12 years that the Jamaican bobsled team would compete in the Olympic Games. To mark this event the Jamaica Tourism Board and FCB brought an idea to Groove Guild: Could we create an original song that soundtracked the race, before the race actually took place? The concept being – fans could support the bobsled team by downloading the song, tune into their race and hit play as the team took off out of the gate on their first run.
THE RESULT: Groove Guild jumped at the opportunity, tapping Sidney Mills – keyboardist for legendary Jamaican band Steel Pulse – to come in and lay down some magic with resident composer Jon Notar. The pair wrote the song according to the shape and length of the actual race track at Sochi, collaborating with FCB creatives on lyrics that synced up perfectly with the turns in the track.
And thus, “The Bobsled Song” was born – a super catchy, danceable reggae anthem that was a hit with the agency, the client and, within a couple of days, the world! FCB created a fun 8-bit videogame-style music video, launched www.thebobsledsong.com website, and before long, “The Bobsled Song” had gone viral receiving digital ink from the likes of USA Today, ABC, NBC, Mashable, Yahoo, Ad Week, and Mediabistro’s Agency Spy to name a few. The song even got featured on Good Morning America the day after the race. Even though the Jamaican bobsled team didn’t qualify for a medal, they were the most talked about bobsled team since the last time they first entered the sport in 2002.