Title	SENNHEISER RESHAPING EXCELLENCE
Brand	SENNHEISER ELECTRONIC
Product/Service	SENNHEISER RESHAPING EXCELLENCE
Category	C02. Microsites
Entrant Company	PHILIPP UND KEUNTJE Hamburg, GERMANY
Advertising Agency	PHILIPP UND KEUNTJE Hamburg, GERMANY
Advertising Agency 2	ARTIFICIAL ROME Berlin, GERMANY
Production Company	SEHSUCHT Berlin, GERMANY

Name	Company	Position
Mike John Otto	Philipp Und Keuntje Gmbh	Executive Creative Director
Walter Schütz	-	Copywriter
John Heaven	-	Copywriter
Stefan Schaub	Philipp Und Keuntje Gmbh	Account Supervisor
Laura Popiol	Philipp Und Keuntje Gmbh	Project Manager
Lina Franke	Artificial Rome Gmbh	Producer
Patrik Dejong	Artifical Rome Gmbh	Creative Director
Dirk Hoffmann	Artifical Rome Gmbh	Creative Director
Christopher Lenz	Sehsucht Berlin	Producer
Mate Steinforth	Sehsucht Berlin	Creative Director
Imogen Heap	-	Music
-	Hofkapellmeister	Sound Design Arrangement

Creative Execution

We created the WebGL based website reshaping-excellence.com and launched it at a great kick-off event in London: The grammy-awarded musician Imogen Heap live performed her campaign song that is the soundtrack of our website. We featured the campaign in an homepage takeover of Sennheiser.com to lead people to reshaping-excellence.com. We pushed the campaign on facebook, youtube and with paid media at Stumbleupon.

The campaign is actually running in week four, but the figures of the first three weeks are already stunning – we counted: - 336,240 sessions with an average duration of 01:04 minutes - Great resonance from all the relevant website-awards: 4 times “Site of the day”: by threejs.org, css award, FWA and AWWWARDS - 1 time “Site of the month” on FWA - 1 “Honorable mention” on AWWWARDS - With all our activities in paid, earned and owned media (social media channels: Youtube and facebook; Stumbleupon and reddit; award sites, communities and blogs) we have already reached 18 Mio people.

The objective of the reshaping excellence-campaign was to address everyone who is interested in highest end audio – be it journalists, possible costumers or fans. The aim was to inscene the upcoming most expensive and best headphone system on this planet and use it as a brandlift for Sennheiser. The idea comes 100 % out of the product: Creating headphones that can make every imaginable sound hearable, is a task too big to be made by one but by many. Countless hands have to work together and give all they know about sound to bring it to life. That basically and literally is the idea and the website mechanism: By shaping his personal soundsculpture and adding it to the foundation of the new headphones everyone could help completing the sounduniverse of the headphones. To increase the buzz we kept it secret what “excellent thing” people were creating.