Back in May, TBWA\Toronto and bi-coastal prodco, Tool, joined forces to create an interactive music experience dubbed “Wine Orchestra” for one of our old fave mid-shelf brands, Yellow Tail. The collaborative, which ran through the end of September, allowed visitors to the “Orchestra” site to tinker weak and tweak looped recordings of others users who whipped up rhythms and melodies using wine glasses and of course, Yellow Tail bottles. Of course, it wasn’t all just about spotlighting bedroom musician wankery for sake of selling more wine, as Yellow Tail donated $1 to the Unison Benevolent Fund for every video recorded and shared.
Well, after nearly six months and over 400 submissions received, the project has finally come to fruition as the parties involved introduce us to the “Wine Orchestra players” via a video that was cut and produced by composer, Kutiman. The artist himself is no stranger to such types of projects having already mixed various unrelated YouTube clips to create the epic clip, “ThruYou.” As for the collage of kitchen-sink musicians above, Kutiman’s effort, which sounds somewhat like a Four Tet track, has us clamoring for a YouTube mixing battle between him and Gotye, who spliced together his own “orchestra” a few months ago. Credits after the jump.
Creative Director: Curtis Edwards
Copywriter: Michelle Spivak
Art Director: Denise Cole
Account Director: Helen Winfield
Account Executive: Megan Brescacin
Digital Producer: Neal Owusu
Digital Prod Co.: Tool
EPs: Brian Latt, Oliver Fuselier, Dustin Callif