The Reel 360 team is literally blown away. “What the World Needs Now” is a jaw-dropping, powerful music video performed by Grammy-nominated Tank and The Bangas (along with the band’s friends and family) created by creative agency Elephant for Yahoo.
The song, a reimagining of “What the World Needs Now,” was shot and recorded in Tank’s hometown of New Orleans back in January, before COVID-19 took its grip on the US and before the current national protests over George Floyd’s death and systemic racism in America.
While it’s not meant to address these issues directly, it serves as a purely positive message during this moment in history. Tarriona “Tank” Ball told Reel 360 how powerful the moment was, “The voice of the children, the poets, the different tones and textures of all the artists was truly transforming. I believe that everyone can testify how high the emotions ran this particular day. It’s my hope that people will become moved, active, and use love in their weaponry in fighting for what they believe is right.”
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Elephant has been quietly creating standout work for iconic brands like Apple and Beats by Dre, was awarded creative AOR for Yahoo last year and charged with repositioning the brand.
This led to the development of a new creative platform – and subsequent global brand campaign – that positioned Yahoo as the amplifier of what people love. The brand wants to help people dig deeper into their passions.
After tapping Tank and the BsngasOn the way to the shoot, they decided to stop in Tank’s hometown of New Orleans to record the track and shoot some behind-the-scenes footage.
The band invited friends and family to participate, which turned into a magical experience with many New Orleans musicians stopping by to sing along and be part of the moment.
According to Elephant ECD Pablo Marques, they immediately knew they were a part of something special. “Their performances were so inspiring and completely in tune with the song’s message. This is bigger than a brand. It’s a sentiment we believe in and we all felt it necessary to put out into the world.”
As a brand that has always stood for positivity, and in line with its new brand vision, Yahoo and the Elephant team kept coming back to that magical day in the studio, and ultimately decided to turn the footage into a music video.
Elephant edited the music video themselves and worked tirelessly on licensing and approvals. The result is not an ad. It’s not branded Yahoo. There’s no tagline. It’s simply a beautiful piece of content that Tank, Elephant and Yahoo wanted to get out into the world.
CREDITS:
Tank and The Bangas
- Tank Ball
- Norman Spence
- Joshua Johnson
- Albert Allenback
& Friends
- Alexis Marceaux
- Alfred Banks
- Anjelika Joseph
- Daniel Abraham Jr
- Danny Abel
- David Shaw
- Etienne Stoufflet
- Franklin Davis II
- Harmony Ball
- Jonathan Johnson
- Joshua Kagler
- Maggie Koerner
- PJ Morton
- Rahim Glaspy
- Samuel Crafts
- Sasha Masakowski
- Sha’Condria Sibley
- Sunni Patterson
- Tia Henderson
- Tracci Lee
AGENCY: Elephant
Creatives: Pablo Marques, Marco Pupo, Betsy Becker, “Hank” Hanrahan
Client Services: Gregoire Assemat Tessandier, Shani Arutheliya, Paige Sharkey, Nolan Flaherty, Josh Rabinowitz
SOURCE: Raven
