| Title | THE SOUNDLOUNGE POSTER |
| Brand | CRAFTWORK - A BRAND OF AD AGENCYSERVICES |
| Product/Service | SOUNDLOUNGE |
| Category |
A05. Music / Sound Design |
|
Entrant
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BBDO GROUP GERMANY Düsseldorf, GERMANY
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Idea Creation
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BBDO GROUP GERMANY Düsseldorf, GERMANY
|
|
Media Placement
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BBDO GROUP GERMANY Düsseldorf, GERMANY
|
|
PR
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BBDO GROUP GERMANY Düsseldorf, GERMANY
|
|
Production
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CRAFTWORK Düsseldorf, GERMANY
|
|
Additional Company
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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
In line with the theme of the event, we created a printed poster that makes noise visible. Using audio receptors that interactively convert sounds into graphical impulses through microscopic rear-projection technology, we designed the perfect way to announce the first Soundlounge event – by making sound visible
After several attempts to come up with a matching artwork to music and sound we ended up with a jazzy blue-note era record sleeve style. As in jazz, the shapes in our artwork come randomly with a certain flow but still stay on a certain grid, just like jazz musicians do. This random artwork style was the perfect mix between what could be a classical poster with one with technology up its sleeves.
The poster was placed in the reception areas of five leading sound studios and production houses in Düsseldorf, to directly engage our key target audience. Because they were interactive, they started to come alive with the slightest bit of ambient noise. This caught people’s attention and invited them to interact with the poster even more, making more noise – clapping, shouting, singing, dancing – to reveal more of the message.
We also made a short film demonstrating this, showcasing the poster and how it works.
This was shared with the trade press, completing the crossover from a traditional print medium into the digital world and amplifying our message further, deep into our target market.