The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

December 20, 2012 | 2 min read

Magnet Kitchens and creative agency CheethamBellJWT have helped launch the career of 13-year-old singer/songwriter Lucinda Nicholls by featuring her song ‘Inside and Out’ in Magnet’s latest television campaign.

CheethamBellJWT creative director Andy Cheetham discovered Australian Nicholls via YouTube and used social media to track her down. Describing the process to The Drum, Cheetham said: “It took a fair bit of doing as I tried to connect with Lucinda through all sorts of social media channels but she wasn’t responding because she’s only 13-years-old.

“I thought it was just too much of a shame if this opportunity goes and so eventually I found that she was nominated for the Western Australia Music Awards – WAM - I think they call them, so I called them and we had a chat and they said “we’ve got Lucinda’s mum's email address and number so we’ll get the two of you in touch”.

“Next thing she was over in a plane and we hired a composer to put the song together properly and make it into a really nice piece of music.”

CheethamBellJWT arranged for Nicholls to record her track at the iconic Abbey Road studios and since returning to her native Australia she has become somewhat of an overnight phenomenon.

Cheetham added: “Lucinda’s really taken it all in her stride she’s now been on every TV channel in Australia, she’s been on radio stations and she’s in the Australian charts at the moment.”

Speaking on a “making of” video, Nicholls said she “couldn’t believe” it when CheethamBellJWT approached her to use her song for Magnet’s “Find the beauty within” campaign.

The Magnet Kitchens campaign featuring Nicholls Abbey Road recording went live last night and will run until March 2013.

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