| Title | THE SOUNDLOUNGE POSTER |
| Brand | CRAFTWORK - A BRAND OF AD AGENCYSERVICES |
| Product/Service | SOUNDLOUNGE |
| Category |
G04. Sound Design |
|
Entrant
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BBDO GROUP GERMANY Düsseldorf, GERMANY
|
|
Idea Creation
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BBDO GROUP GERMANY Düsseldorf, GERMANY
|
|
Media Placement
|
BBDO GROUP GERMANY Düsseldorf, GERMANY
|
|
PR
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BBDO GROUP GERMANY Düsseldorf, GERMANY
|
|
Production
|
CRAFTWORK Düsseldorf, GERMANY
|
|
Additional Company
|
IOX LAB Düsseldorf, GERMANY
|
Credits
| Wolfgang Schneider |
BBDO Group Germany GmbH |
Chief Creative Officer |
| Darren Richardson, Ton Hollander |
BBDO Düsseldorf GmbH |
Chief Creative Officer |
| Kristoffer Heilemann |
BBDO Düsseldorf GmbH |
Creative Managing Director |
| Fabiano Oliveira |
Proximity Worldwide |
Creative Director |
| Miguel Chordá, Stefan Vogtländer |
Proximity Worldwide |
Designer |
| Albert Pozo, Marco Diaz |
Proximity Worldwide |
Junior Designer |
| Michel Dold |
BBDO Düsseldorf GmbH |
Copywriter |
| Steffen Gentis |
BBDO Group Germany GmbH |
Chief Production Officer / Copywriter |
| Sabine Bönigk, Valérie Gentis |
BBDO Düsseldorf GmbH |
Agency Producer |
| Bernhard Burg |
BBDO Düsseldorf GmbH |
Director Print Production |
| Michael Koch |
CraftWork - a brand of ad agencyservices GmbH |
Producer |
| - |
CraftWork - a brand of ad agencyservices GmbH |
Post Production Company |
| - |
nhb studios Düsseldorf GmbH |
Post Production Company |
| Thilo Zweihoff |
nhb studios Düsseldorf GmbH |
Producer |
| - |
TRO GmbH |
Audio Production House |
| Juhn Kim |
CraftWork - a brand of ad agencyservices GmbH |
Editor |
| Robert Jänisch |
IOX Lab |
Managing Director |
| Jan Gansow |
IOX Lab |
Project Manager |
| Thorin Hopkins, Simon Richter |
IOX Lab |
HW Developer |
| Mike Bayfield |
Proximity Worldwide |
Copywriter |
| Markus Steffen, Bastian Kohler |
TRO GmbH |
Producer |
| Ric Scheuss |
TRO GmbH |
Music Supervision |
| Bryan Kessler |
- |
Composer / Sound Design |
| Niklas Lemburg, Alexander Link |
CraftWork - a brand of ad agencyservices GmbH |
Director of Photography |
The Campaign
We needed to promote an event that was all about sound, using a very traditional medium: a printed poster. So, we brought it alive to create the first printed poster that reacts to sound. The result was a truly interactive experience that people would also talk about to others, amplifying the reach of the idea.
Creative Execution
Using audio receptors that convert sounds into graphical impulses through microscopic rear-projection technology, we designed the perfect way to announce the first Soundlounge event. A printed poster that makes noise visible
To create a visual style that conveys music and sound, we created a jazzy, blue-note era, record sleeve look. As in jazz music, the shapes in our artwork come randomly with a certain flow but still stay on a certain grid. This was the perfect mix between a classical poster and a technical innovation.
The posters were placed in the reception areas of leading sound studios and production houses, directly targeting our key target audience. They automatically caught people’s attention, inviting them to interact with the poster, making noise to reveal the message.
Indication of how successful the outcome was in the market
On receiving our video all the leading trade press named our campaign, Campaign of the Day, a week before the event – ensuring that everybody in the sound and advertising industry heard about our event. Registration for it doubled overnight.
The reach was further amplified by several groups in our target audience making their own videos, which were shared on social media. This spread the reach even further in the press both in Germany and beyond into Austria and Switzerland. The result: a fantastically successful event attracting everybody who is anybody in the sound and advertising industries, reconfirming Düsseldorf as the place for sound professionals and ad agencies to be.
As we only had a very short time to reach people, we needed the poster to work much harder than just simply communicating the message of the event. It needed to create a buzz amongst our target audience and be featured in the trade press and shared on social media. In achieving this goal we would amplify the reach and increase interest and intrigue in the event itself.
For this, our strategy was to create something unseen and unheard of, that would create the buzz we needed within the advertising and music industry, social media and trade press to target and attract attention and visitors to our event. And we needed to do it using a poster.