| Title | SOUNDS LIKE A PLAN |
| Brand | CENTER PARCS |
| Product/Service | VACATION HOUSES |
| Category |
A11. CASTING |
|
Entrant Company
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
|
HAVAS MEDIA Puteaux, FRANCE
|
|
Production Company
|
DPPLR Amsterdam, THE NETHERLANDS
|
Credits
| Darre Van Dijk |
Ogilvy Amsterdam |
Chief Creative Officer |
| Jurriaan Van Bokhoven |
Ogilvy And Mather Amsterdam |
Art Director |
| Jesse Ridder |
Ogilvy And Mather Amsterdam |
Copywriter |
| Frouke Vlietstra |
Ogilvy And Mather Amsterdam |
Account Director |
| Cathalijn Van Hellenberg Hubar |
Ogilvy Amsterdam |
Account Executive |
| Mees Ubachs |
Ogilvy And Mather Amsterdam |
Video Producer |
| Mariel Barrios |
Ogilvy One Paris |
Business Director |
| Frederic Bouhet |
Ogilvy One Paris |
Digital Project Manager |
| Andre Tingberg |
Ogilvy One Paris |
Creative |
| Peter Metcalfe |
Ogilvy One Paris |
Creative |
| Antoine Leveque |
Center Parcs Europe |
Brand Communications Director |
| Dianne Sliphorst |
Center Parcs Europe |
Barnd Director |
| Manon Walhout |
Center Parcs Europe |
Brand Manager Europe |
| Maarten Groen |
DPPLR |
Director |
| Mick Dantzig |
DPPLR |
Dop |
| Ruben Labree |
DPPLR |
Post Production |
| Klevr |
DPPLR |
Sound Design |
| Gaby De Haan |
DPPLR |
On Set Audio |
Brief Explanation
Visitors of Center Parcs’ holiday parks can plan their perfect vacation by combining a wide range of activities. With all these on-site-activities available, we wanted to show that every Center Parcs vacation sounds great. So we chose to do just that. Sounds Like a Plan is an interactive film that consists of 40 different scenes. Each scene represents one of the many vacation activities that Center Parcs offers its visitors. Users can mix different scenes into a customized video that shows their perfect vacation at Center Parcs. Michael Winslow – the man of 10,000 sounds from the Police Academy films – provided all 40 scenes with a unique sound, using only his mouth and his microphone. This is how he made every Center Parcs vacation Sound Like A Plan.
Creative Execution
We needed to cast someone who could add humor, entertainment and fantastic sound effects to existing promotional footage of Center Parcs’ activities. Also, the actor had to strike the right chord with the target audience – parents who are now in their 40’s. So he/she had to be familiar and funny while remaining family friendly. Since exceptional sound impersonation skills were a must, we considered several beat boxing champions. But they lacked comedic delivery and familiarity with the target audience. This how we came to consider Michael Winslow. Anyone who has ever seen a Police Academy film will remember him. So he was a great asset for generational marketing. And since he hasn’t been in the spotlight for quite some time, bringing him back for this campaign would cause a surprising effect on the target audience and press. As a bonus for the audience - and us - it turned out that he is a fantastic improviser. He created sounds and delivered mimics that we couldn’t have even dreamed of. Making each of the 40 scenes in Sounds Like A Plan a surprising discovery and a real treat to explore.