Bring, Optus help re-interpret INXS’s Kick for a new audience

What happens when you bring together an indie pop duo, a teenage skatebaording sensation, an award-winning mixologist and a dancer to celebrate an album’s anniversary?

Well we’re about to find out, thanks to the latest initiative from creative agency Bring and Optusto celebrate the 30thanniversary of INXS’s Kick album.

The ReKICKED campaign will see a number of new videos are created for the band’s classic songs including ‘Need You Tonight’, ‘Mystify,’ ‘Never Tear Us Apart’ and ‘Kick’.

Designed to open the band up to the new generation of streamers, the videos tap into the specialties of each of the video makers, reimagining INXS’s iconic musiclike never before.

The first video, for ‘Mystify’ sees 17-year old Australian professional skateboarder and ‘80s music fan Poppy Starr Olsen skating six locations from the band’s early days, including Sydney’s Northern Beaches where they went to school, Avalon, Narrabeen, Paddington and Bondi.

Throughout, Olsen is on a (Vision Psycho) deck, which featured on the album cover.

In other initiatives from ReKICKED, dancer Maddie Peat’s reinterpretation of ‘Never Tear Us Apart’begins at the cliffs of Whale Beach (where the band first played) towards the ocean, noting their flight across the waters to success abroad.

In videos yet to be released,Client Liaison will cover INXS’s most streamed song, ‘Need You Tonight’, and mixologist and owner of the award-winning Barbershop BarMikey Enrightwill also create a signature cocktail for the ‘Kick’ track.

The ingredients of the drink was inspired after a lengthy conversation with the band’s Kirk Pengilly, who regaled him with anecdotes about the band’s adventures.

“I have never before used stories and sounds and translated them into flavours,” Enright explained.

“This project has pushed my skills to the limits, but I think that the final product is a true representation of the album and when people taste it and hear the story behind it, I hope they’ll agree.”

BRING Creative Director, James Griffiths said: “We’ve worked hard to assemble a great team of talent to pay homage to this iconic album.

“Reimagining the songs is no easy task, so we wanted people with a genuine link to the band and an authentic story to tell.

“With our Rekickers, we’ve found just that and we can’t wait to showcase their content over the next few weeks”.

Added Optus Associate Director of Content & Entertainment, Bushra Abel, “Optus is honoured to partner with INXS to pay tribute to one of most important albums of the 1980s.

“We are always looking at ways to deliver game changing experiences for our customers and reimagining one of Australia’s most iconic albums with today’s top talent was one we couldn’t pass up.”

Optus is offering its customers the chance to win tickets to an exclusive Rekicked party in Sydney in December.

The Rekicked campaign is the latest collaboration in a two-year partnership between Optus and Bring’s parent company, Universal Music Australia.

The alliance produced events as Lorde and Justin Bieber on Cockatoo Island, a Crowded House Live streamed studio show and small intimate gigs from Halsey, 360 and The Preatures.