Artistes from Southeast Asia open up in Oreo's new music video produced by Carat Asia Pacific

OpenUp.jpgCarat has created and produced an 'OpenUp' sequel to last year's Wonderfilled music collaboration for Mondelez International.
 
The OpenUp video was launched on April 7 and features a mix of music, graffiti art and dance, with the remix of popular Wonderfilled music by renowned DJ Blastique featuring local music artists Zee Avi, GAC and Up Dharma Down.

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OpenUp3.jpgIt brings together well-established artistes from Malaysia, Indonesia and the Philippines, including Lema Diaz, Artistic Director of The Philippine All Stars - a two-time winner at the World Hip-Hop Dance Championships, who fused elements of traditional dances such as the Saman from Indonesia, Orang Kita from Malaysia and Tinikling from the Philippines with street style hip hop, to create a dance routine that embraces the spirit of Oreo OpenUp.
 
Openup5.jpgA larger-than-life 15-feet Oreo OpenUp wall mural was also created by popular Filipino-American Graffiti Artist, Dee Jae Paeste. It embraces the traditional elements with a modern take with inspirations drawn from Dee's Polynesian heritage, featuring his signature bold colours and strong lines.
 
The video is part of Oreo's global campaign urging people to "open up" to new people and experiences and builds on the strong influence of cultures and diversities from Southeast Asia. It is further complemented with a dance tutorial video and 'behind the scenes' interviews, supporting the notion of 'OpenUp'.
 
OpenUp4.jpgBryan Rakowski, Marketing Director, Asia Pacific at Mondelez International, said, "Oreo is excited to launch the follow-up to our music content series from late last year with this new collaboration between artists, dancers, and a DJ. We felt like it was a great opportunity to really localize our 'Open Up with Oreo' global program using talent and cultural insights from three of our biggest and most important markets in Southeast Asia: Indonesia, Malaysia, and the Philippines.
 
"Our relationship with the Carat Content team has really started to blossom and we can't wait to see what's next for Oreo," he added.
 
Adam Bow, Head of Content, Carat Asia Pacific, said, "We are really happy with the creative work and the journey to change the perception that Oreo is just for kids across Southeast Asia. We've been able to develop content that resonates with millennials and develop a platform which positions Oreo as a credible provider of music and culture. Our team is inspired working with such talented artists across the region and with our client's fearless marketing approach."

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