OK Go and Morton Salt to speak at #SMWLA about the making of their 2016 viral music video sensation “The One Moment”
In 2016 Morton Salt joined forces with Ogilvy & Mather and OK Go to produce “The One Moment” music video, one of the breakout hits of the year. This inspired move launched Morton’s first-ever master brand platform – “Walk Her Walk” – and helped to reignite the Morton brand inside and out.
Connecting with consumers – millennials in particular – is not so straightforward as it used to be.
In a world where it’s easier than ever for brands and ads to be blocked, the way we communicate and cut through the clutter has changed.
The challenge to engage becomes even greater when a brand such as Morton Salt has been absent from the conversation for years and is perceived to be a commodity.
So, how does a century old salt brand suddenly become culturally relevant? By unlocking the power of partnership.
In 2016 Morton Salt joined forces with Ogilvy & Mather and OK Go to produce “The One Moment” music video, which was one of the most successful viral music videos of the year.
This inspired move launched Morton’s first-ever master brand platform – “Walk Her Walk” – and helped to reignite the Morton brand inside and out.
On June 13th, join Morton Salt, Ogilvy’s creative team and founding band members of OK Go Damian Kulash and Tim Nordwind at Social Media Week Los Angeles where they’ll lift the veil on the creation of “The One Moment” music video – the ups and downs and big pay-offs of partnership.
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ABOUT OK Go
With a career that includes award-winning videos, New York Times op-eds, a major label split and the establishment of a DIY trans-media mini-empire (Paracadute), collaborations with pioneering dance companies and tech giants, animators and Muppets, and an experiment that encoded their music on actual strands of DNA, OK Go continue to fearlessly dream and build new worlds in a time when creative boundaries have all but dissolved.
Formed as a quartet in Chicago in 1998 and relocated to Los Angeles three years later, OK Go (Damian Kulash, Tim Nordwind, Dan Konopka, Andy Ross) have spent their career in a steady state of transformation. Released in fall 2014 via their own Paracadute/BMG, Hungry Ghosts is the band’s fourth full-length and the newest addition to a curriculum vitae filled with experimentation in a variety of mediums.
Drawn from the same marching orders issued to big-hearted happiness creators as Queen, T. Rex, The Cars or Cheap Trick, and a lifetime of mixed tapes exchanged by lifelong music fans, Hungry Ghosts is a reaffirmation of the sounds and ideas that brought the band together in the first place. Building on (and deconstructing) 15 years of pop-rock smarts, musical friendship, and band-of-the-future innovations, Hungry Ghosts, offers melancholic fireworks (“The Writing’s on the Wall”), basement funk parties (“Turn Up The Radio”), IMAX-sized choruses (“The One Moment”), and space-age dance floor bangers (“I Won’t Let You Down”).
To accompany the music of Hungry Ghosts, OK Go has released a selection of imaginative new videos, including a mind-bending journey through an optical illusion filled warehouse, an elaborately choreographed dance performed on Honda’s UNI-CUB personal mobility devices, and a stunning display of zero gravity acrobatics in moving aircraft. Their latest video for “The One Moment” captures 325 events in literally one moment (4.2 seconds).
OK Go has been honored with a GRAMMY Award, three MTV Video Music Awards (one of them from Japan!), a CLIO, three UK Music Video Awards, two WEBBY Awards (including one for their collaboration with The Muppets and Sesame Street), a spot in a Guggenheim installation, a total of 10 Cannes Lions, and a Smithsonian American Ingenuity Award in the Visual Arts.
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