Nature Valley licensed the publishing for “Send Me On My Way”, the 1994 American classic by worldbeat rock band Rusted Root, made famous for sync placements in Matilda, Ice Age, and an ever growing list of tv shows.
The team at EP+Co brought us on to explore covers of the song with the Fulton Street artist roster for their new Nature Valley Granola Bar campaign. The goal was to pay homage to Rusted Root with versions that felt true to the sonic qualities of the original, while exploring alternate voices for the lead melody. In 24 hours we produced 14x :30sec options with different artists, and delivered this batch of custom demos:
Ryan Ordway, an artist and producer from Portland, ME, had regarded Send Me On My Way as an ace up his sleeve for lighting up an audience. He had been covering it on the road for decades. When we asked if Ryan was available for the project, it became clear that maybe Rusted Root themselves would be the only ones more prepared.
Of the 14 options we presented, Ordway’s was the one selected and approved for this campaign.
Since it’s launch last summer, Fulton Street Media Group has serviced this campaign with voiceover recording, sound design, and mix for 7 spots, including the latest which introduces the new line of savory granola bars.
“EVERYTHING BAGEL BAR?!”