A VOICE FOR LOVE
STRATEGY
BRANDING
CONTENT
VIDEO
MUSIC
A message for the world -- By kids. For kids.
What would happen if young people were really empowered to find their voice? To stand on a global platform and say what's in their hearts? What would their message be? How would they communicate it? What would the impact be? That's where WB Creative comes in.
In 2023, One Voice Children's Choir, the globally recognized pop children's group with more than 1.2 billion views on YouTube, approached WB with an idea: would it be possible to create an all original album of music, working with small groups of young Choir members to write and produce the songs? For the WB team, the answer was an enthusiastic "yes."
The project began with a survey. In the midst of growing racial tensions, political turmoil, armed conflicts, ongoing oppression of marginalized groups, environmental concerns, and a ballooning mental health epidemic, WB surveyed a group of children and teens in the Choir, asking them what they wished they could say to the people of the world. Their responses made it clear that the rising generation sees only one answer to the world's problems: love. "I wish I could tell people 'you matter, and there are people out there who care about you so much'" (age 16). "I'm going to stick with you forever, and no matter the time, or the distance, or anything else, I will never forget you. No matter what happens, I will remember you and love you til the end" (age 15). "You don't need to try so hard. You are enough" (age 17). "I love you" (age 5).
Based on these and many other responses, WB gathered a small group of young aspiring songwriters, all members of the One Voice Children's Choir, and began writing songs.
Once the writing was complete, the album was produced at June Audio Recording Studios with an acclaimed group of studio musicians who brought an impressive list of credits. Young members of the Choir joined the sessions to learn and participate. Provo Music Mag, a local music publication visited and wrote about what they saw.
More than a year after the writing was completed, the first single from the project, That's Love, was released on August 16, 2024, as a message to the world from the rising generation. The Choir's music video keyed up the message this way: "Our first ever all original album comes out Friday August 23. It's a message from us. The kids. Because we've been watching. And we have something important to say: This world needs #MoreLove."
Along with the song's release, the Choir's music video and social content invited viewers to take the #MoreLove Pledge, a poetic statement of personal commitment to give more love to others. In its first 11 days, the song and its related content were viewed or streamed more than 418,000 times, and people on every continent and from 29 different countries (including Brazil, China, France, Ghana, India, Israel, Mexico, the US, and many more) took the #MoreLove Pledge, making a personal commitment to fill the world with more love. WB Creative handled all creative direction, branding, design, music and video production, and all other creative elements for the project and campaign.
The full album was released on Friday August 23, 2024, and has since been heard all over the world.
The international response has been inspiring.
In addition to the creation of the album itself, WB led development of a full-length narrative music film that is currently in post production. Slated for release in later 2025, the film amplifies the Choir's message of love through high-energy music video content and a narrative storyline about 5 young people finding their way in the world.
Empowering youth to bring a musical message of love to the world? That’s Creative that Matters.
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Are you thinking about creating music and film that capture powerful message and reach people's hearts? Let’s talk. We would love to bring Creative that Matters to your next project.