[lastfm link_type="artist_info"]R.E.M.[/lastfm], one of Athens, Georgia’s biggest rock exports, has lent their song, “Oh My Heart” from Collapse Into Now to the University of Georgia for a beautiful, new public service message. The University of Georgia reached outside the arches, teaming with an alumni group, to create the in-game public service announcement for the upcoming 2011 football season.
[pullquote quote="The lyrics of the song match-up perfectly with the message we wanted to convey." credit="Mike Martin"]The band’s manager, Bertis Downs, said, “Mike Martin from SkyLab-B in Atlanta created a treatment using R.E.M.’s song “Oh My Heart” for new brand messaging of the university. I talked with the band about using it for the campaign, they supported it and the end result was a very engaging short-form video. The enthusiasm of the filmmakers, the resonance of the song in the film, and the band’s love and respect for Athens – those were all factors in our decision. As alumni ourselves, we’re proud of the PSA and feel the song really compliments the film’s emotion and imagery.”
WATCH THE VIDEO BELOW:
[pullquote quote="The band supported it and the end result was a very engaging short-form video." credit="Bertis Downs/REM"]This touching public service announcement was created, pro bono, by The Bulldog Collective, an Atlanta advertising team comprising of four UGA alums of Grady College. “We feel ‘Oh My Heart’ truly captures the emotional connection and the full experience of not only UGA but the Athens community,” said Mike Martin, Owner and Creative Director of Skylab-B. “The lyrics of the song match-up perfectly with the message we wanted to convey.”
In May, concepts were presented and approved by the University. The winning idea centers around the iconic Chapel Bell on North campus. The Chapel Bell has a long history and is often rung following UGA football victories, weddings, completion of finals and other momentous occasions.
The spot, shot in June, captures scenic settings around the UGA campus and culminates with a long line of students, faculty, alumni and fans who are lined-up to ring the chapel bell. The extras used to create the long line was formed by volunteers who donated their time to be a part of the commercial shoot.
[pullquote quote="As alumni ourselves, we're proud of the PSA and feel the song really compliments the film's emotion and imagery." credit="Bertis Downs/REM"]The rest of the creative team includes Ron Huey, Executive Creative Director of CSE, Jason Hatfield, EVP/Account Service, KBS+P Atlanta and Glen Owen, Director/Owner, State Line Films. Additionally, Eddie Kesler, Molly Baroco, Dave Pickett and Andrew Pope of Jam Edit and Buddy Hall and Chris Basta of RIOT also donated their time and resources to the post production.
The :30 PSA will air on all televised Georgia games – with its debut on the Georgia vs. Boise State Chick-Fil-A Kick-Off Classic to be held at the Georgia Dome, September 3, 2011.
Watch a behind the scenes video, shot by an extra, filmed and edited completely with his iPad. Also, watch the full music video for R.E.M.’s “Oh My Heart.” (Click to Next Page)