Škoda is encouraging drivers to “make their own kind of music” in a new integrated campaign created by Fallon London. The agency, which was recently aligned with Leo Burnett, is aiming to continue the success of its Škoda 'Driven by Something Different' brand platform and showcase the new Škoda Karoq model. At the heart of the activity is a collaboration with Paloma Faith to record and film an interpretation of the classic song, 'Make Your Own Kind of Music', first performed by Cass Elliott and written by Barry Mann and Cynthia Weil.Škoda briefed the agency to appeal especially to a younger, progressive, audience, leading to the selection of Paloma Faith as its brand representative. As a result, instead of merely using traditional advertising assets, the campaign to launch the Karoq is inspired by the strategy record labels usually employ to launch a new song, including an unbranded music video, a lyric video, a secret gig for tastemakers and, obviously, making the track available on streaming services.The music video and the TV ads were directed by Georgia Hudson, a female filmmaker who was nominated for Best Director at the 2017 UK Music Video Awards. The newly recorded track is the keystone of the fully-integrated campaign, deployed across TV, cinema, OOH, and digital. The music video will be shared through Video-on-demand and social media. TV activity features a 60-second and 30-second version, and is supported by YouTube bumper ads.CreditsCreative Directors – Ricardo Motti and Ronaldo TavaresAccount Directors – Carolyn Cho, Max de Rohan Willner, Jon Sloneem and Hannah NathanAgency Producer – Georgina PearsonDirector/ Production Co – Georgia Hudson / Agile FilmsCreative Agency – Fallon