28 Aug, 2009

Tuning in to Radio Maliboom Boom

Posted by: admin In: Creative Review

Publicis has created a new Malibu campaign to bring new life to the slogan ‘Get Your Island On’ – which was cooked up by the drink brand’s previous agency, Droga 5.

The new campaign is based around the comical antics of MC Wonder Full and DJ Bernhard – who run a pirate radio station (Radio Maliboom Boom) on a beach in Barbados. The duo feature in a couple of ads currently showing in the US – where their fans can tune in to Radio Maliboom Boom radio shows via the campaign website: radiomaliboomboom.com. The site also tells the story of radio station and of its two disc jockeys via several online films.

Here are the two ads plus one of the online films – a music video for a track performed by MC Wonder Full – all set to hit UK shores later this year…



and Sunshine:



Credits for Snowflake and Sunshine:

Creative agency: Publicis London
Client: Pernod Ricard
Brand: Malibu
Copywriter:  Dave Sullivan
Art director: Stuart Farquhar
Exec creative directors: Tom Ewart & Adam Kean
Agency producer: Colin Hickson
Production company: Smuggler
Production co. producer: Gustav Geldenhuys
Director: Randy Krallman
Editor: John Smith @ The Whitehouse
Post-production: Framestore
Audiopost-production: Wave
Planner: Catherine Lusher
Media agency: Carat (US)

And here (below) is the ‘official video’ for Let Me Get That Boom Boom by MC Wonder Full – which wasn’t, we should point out, directed by Randy Krallman (who directed the above ads). Publicis’ Tom Ewart explains: “Online films like Give Me Some Of That Boom Boom were co-created by Publicis and Great Works in a ‘writing room’ we hosted here in London to generate a consistent narrative for Radio Maliboomboom across all media channels. We wrote a full history of the DJ’s from birth to present day, which included how the guys met and Wonder’s first (slightly questionable) music video. This ensured that wherever the DJ’s perform, and whereverthe content appears, it is true to the characters and the idea. Writing rooms are the future of integration.”

Let Me Get That Boom Boom by MC Wonder Full:


Shame this wasn’t released as a single in time for this year’s Notting Hill Carnival (taking place this weekend here in London). There’s some hilarious dance moves in here. And the air-horn thing is put to great comical use!


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