J Walter Thompson enlists Filipino band Up Dharma Down with a song inspired by Singapore

Sing Video.jpgA song by an indie Filipino band, inspired by their visit to Singapore, has hit the pop music charts in the Philippines.

Award-winning indie band Up Dharma Down's song, "All the Good Things," entered Philippines radio station Magic 89.9's Top 30 chart on May 28, and climbed to number 14 in mid-June. The song, which is now at number 21, is about to enter its eight week on this highly popular Top 30 chart. The song also hit No.7 on the country's Mellow 94.7's Top 10 on July 5.

Sing Video2.jpgUp Dharma Down had visited Singapore in early 2015, in collaboration with the Singapore Tourism Board, to take in the sights from iconic Marina Bay Sands to Gardens by the Bay to local designer stores at Haji Lane. Their wanderings resulted in "All the Good Things," a song and video that reflects the heart and soul of the city-state, showing Filipinos a cooler side of Singapore they may not have known before.

"Music is very much a core part of Filipino culture, so we decided to create a campaign that would touch and connect with this target audience in a relevant, engaging manner," said Valerie Cheng, Chief Creative Officer at J. Walter Thompson Singapore. "Filipinos are passionate about music and love to sing; it's a way to spend quality time with family and friends, and to express themselves. What better way to reach out to the Filipino audience than through music?"

Sing Video3.jpgSingapore Tourism Board's Area Director for Philippines & Brunei, Mr Adrian Kong, said, "Up Dharma Down has taken their talent, originality, and imagination and woven together a musical tapestry inspired by their unique experiences in Singapore. We hope that this new song can help us connect with Filipino travellers, showcasing Singapore as a city of inspiration with many fun and unique activities that friends can enjoy together."

So far, the music video, and the inspiration video, where the band talks about how their experience in Singapore shaped their song & video, have together attracted more than 1.1 million views on YouTube and other social media channels.

The two videos were filmed by Chimney Productions, working with Up Dharma Down's management company, Music To My Ears Inc. The song is free to download from the STB Philippines campaign site and the band's website.


CCB said:

The work was so well received that STB has just called a pitch.

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