IGA is a complex brand which can’t use a “one size fits all” approach to music and sonic branding. With diverse campaigns throughout a year and across a wide range of mediums, IGA needed something that would stretch across the full spectrum of communications. So, Rumble developed a brand mnemonic device, or sting, for all ads and a bespoke music composition which could retain the core elements of a consistent melody, but could vary in pace and tone in a way that fit with all types of content – from Brand stories to Product & Price advertising, just to name a few. Every iteration of the music had to fit the pace and emotion of the story being told whilst being clearly recognisable and true to the central IGA brand.
