OK Go are Toast

Ahoy hoy!

I’m not sure that I even have to introduce this band; famous for their infectiously viral online videos… treadmills, dancing doggies, stop motion with geese, experiments with colourful paint… OK Go anyone?

This week they released their latest creation for the track ‘Last Leaf‘ for which they used thousands of pieces of toast to take us on a rather lovely journey. The clip is comprised entirely of photographs with 15 still shots for every second of video – impressive!

What I really want to discuss though is the brand involvement; OK Go are no strangers to brand funded media, last year during a feud with their record label the band sought brand help in order to fund a video project for their track ‘This Too Shall Pass’. The band has since split with their label EMI and has embraced brand partnerships in order to keep creating the videos that they are passionate about!

In an interview, lead singer Damian Kulash was asked about the split, “There was lots of little bones of contention, like when there were chances for us to promote things and they just didn’t have the money to do so. It was a lot easier to be generating the budget ourselves or through corporate partners.”

And they have gone on to do just that! The video for ‘Last Leaf’ was created in collaboration with Samsung’s new NX100 camera. The video clip was shot entirely with this Samsung camera and behind the scenes extras on the making of the video can be viewed on Samsung’s campaign website – www.cr8yourworld.com.

The campaign has been cleverly supported with various social media fun including a ‘Toast Yourself’ gimmick to share on Facebook. It looks like this won’t be the last we see from the Ok Go and Samsung partnership.



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