The client

The European Commission (DG EAC), is the executive branch of the European Union. 

 A dedicated department is responsible for EU policy on education, youth, sport and culture. The department develops and carries out several policies, and supports priorities through a variety of projects and programmes.

The challenge

The European Commission was looking for a way to encourage young people to contribute EU policy ideas. The goal of this effort was to ensure that the perspectives and experiences of young people were included in the decision-making process and that EU policies reflect the needs and priorities of all citizens, including the younger generation.

The Right Street had the expertise needed to brainstorm and develop a creative solution.

The (right) campaign

We poured our hearts into making “The Europe Song,” a music video that we wrote, directed, and produced with boundless energy and enthusiasm.

The Europe Song was created by Richard Medic, our creative director and co-founder. The process of bringing the song to life was a truly international effort, with recording taking place in the city of Mostar, mixing occurring in Cologne, and filming happening in the cities of Barcelona, Brussels, and Warsaw. Each of these locations played a key role in the creation of the music video, and the diverse range of locations and cultures represented in the filming process helped to add depth and richness to the final product. 

The Europe Song is a testament to the power of collaboration and the ability of people from different backgrounds to come together and create something truly special.

One of the most intriguing and interesting aspects of the project was that our creative director’s young daughter came up with a unique language for the song!

The song incorporates symbols that pay tribute to the European Union, such as the number 12, which is featured prominently in the music and video. For example, the song includes 12 children in the choir, and the video features 12 stars and the final 12 notes of Beethoven’s “Ode to Joy.” These elements serve to highlight the EU’s values and ideals, and celebrate the diversity and unity of its member states.

The song was recorded with guest stars from the Pavarotti Music Choir, Mostar Rock School, members of the band Zoster and members from the band Mostar Sevdah Reunion.

The results

Despite not being backed by any official marketing or advertising efforts, the music video managed to garner media attention and attract a diverse range of fans. It inspired a number of remixes and became a hit among unexpected audiences, demonstrating the power of word-of-mouth promotion and the ability of a strong and compelling project to speak for itself. 

The success of the music video highlights the importance of creating high-quality content that resonates with people and has the potential to go viral through social media and other channels.