Title | #LIKEABOSCH |
Brand | ROBERT BOSCH GMBH |
Product/Service | IOT |
Category |
A08. Use of Licensed or Adapted Music |
Entrant
|
JUNG VON MATT Hamburg, GERMANY
|
Idea Creation
|
JUNG VON MATT Hamburg, GERMANY
|
Production
|
CZAR FILM Hamburg, GERMANY
|
Credits
Max Lederer |
Jung von Matt AG |
Executive Creative Director |
Thim Wagner |
Jung von Matt AG |
Executive Creative Director |
Andreas Ernst |
Jung von Matt AG |
Managing Director |
David Leinweber |
Jung von Matt AG |
Group Creative Director |
Jan Anderßen |
Jung von Matt AG |
Group Client Service Director |
Anahita Ghanizadeh |
Jung von Matt AG |
Copywriter |
Natascha Kuehn |
Jung von Matt AG |
Copywriter |
Tim Kuphaldt |
Jung von Matt AG |
Senior Project Manager |
Felix Mindermann |
Jung von Matt AG |
Junior Project Manager |
Jankel Huppertz |
Jung von Matt AG |
Senior Producer |
Bey-Bey Chen Rönz |
CZAR Film GmbH |
Senior Producer |
Boris Dolkhani |
Robert Bosch GmbH |
Vice President Marketing Communications |
Jochen Stein |
Robert Bosch GmbH |
Marketing Communication Manager |
Tim Dworak |
Robert Bosch GmbH |
Marketing Communication Manager |
Katharina Sorg |
Robert Bosch GmbH |
Marketing Communication Manager |
Kai Fetzer |
Robert Bosch GmbH |
Marketing Communication Manager |
Write a short summary of what happens in the film
The heart of the Like a Bosch campaign is a rap video, an adaption of the viral hit from The Lonely Island. The video shows a walk through the daily routine of an average guy, who is always on top of things, thanks to connected solutions from Bosch and therefore lives #LikeABosch.
Smartphone in hand, he operates his car, lawn mower, or coffee machine in a cool, smart, and confident way – he’s in charge of things “like a Bosch.” The idea capitalizes on a rash of “Like a boss” videos and memes that have gone viral on the internet.
Tell the jury about the choice of music track.
The famous viral hit from The Lonely Island "Like a Boss" is an internet phenomenon also used as a learned expression implicating someone does something with special casualness.
The choice of music was our approach to explain the complex topic of IoT in a visual and humorous way and to connect it with the word brand Bosch. That's why, we transformed "Like a Boss" into "Like a Bosch" and gave it a new meaning: not only doing something in a cool way, but smarter.
As comments beneath the video show, the produced song (original melodie, new lyrics) was recognized and appreciated for its smart adaption. People are using lyrics of the song to highlight posts and GIFs - and also a Karaoke version of the song was produced and well received.