| Title | A LIVING RIVER |
| Brand | HSBC |
| Product/Service | BRAND |
| Category |
A06. Audio Content |
|
Entrant
|
J. WALTER THOMPSON London, UNITED KINGDOM
|
|
Idea Creation
|
J. WALTER THOMPSON London, UNITED KINGDOM
|
Credits
| Axel Chaldecott |
J. Walter Thompson London |
Global Executive Creative Director |
| Joseph Petyan |
J. Walter Thompson London |
Global Executive Partner |
| Jonathan Terry |
J. Walter Thompson London |
Head of JWT Live |
| Tom O'Donnell |
J. Walter Thompson London |
Board Event Director |
| Mia Silverman |
J. Walter Thompson London |
Creative |
| Sophie Browness |
J. Walter Thompson London |
creative |
| Luke Kenny |
J. Walter Thompson London |
Business Director |
| Tom Ring |
J. Walter Thompson London |
Account Director |
| Gemma Swinglehurst |
J. Walter Thompson London |
Account Manager |
| Adam Lotz |
J. Walter Thompson London |
Planner |
| William Anderson |
J. Walter Thompson London |
Project Manager |
| Nick Ryan |
Freelance |
Sound Designer |
| Laurence Green |
Freelance |
Sound Designer |
| Terence Lloren |
Delta Sound |
Sound Designer |
| Sam Barker |
Freelance |
Photographer |
| Davey Williamson |
Delta Sound |
Sound Designer |
| Yusi Cheng |
Freelance |
Producer |
The Campaign
HSBC have brought one of the world’s longest rivers to the sky by creating an ambitious and unique sound installation in Gatwick Airport’s Skybridge: ‘A Living River’. The experience brings to life the entire length of the Yangtze River, from source to mouth, travelling 6,300km using sound alone, giving travellers the chance to experience authentic sounds from the river in rich detail, featuring over a 100 hours of real sounds taken directly from locations along the Yangtze.
Designed to transport people from one location to another, it makes people consider water and the river in a thought provoking manner.
A key component of the idea was to make the experience responsive, meaning the soundscape adapts to time of day, weather and the movement of people, making it immersive and realistic.
Creative Execution
For over two minutes, passengers are immersed in real sounds from the river using 100 hours of multi-channel audio captured from 35 locations along the the Yangtze, taking people on a journey, before their journey. Imagery and messaging connects audio to location, while the layout of the microphone array was directly related to the layout of the speakers, so the real environments are superimposed in incredible detail and realism into the airport.
The longest and most advanced soundscape created in an airport, the installation is made possible by over 60,000m of speaker cable – the length of 584 football pitches.
The experience is controlled by a bespoke system and algorithm; it adapts to the time of the day, the movements and density of travellers and the weather on the Yangtze using a real time data feed, meaning every experience is unique and tailored appropriate to the time of day.
¥ Average rating of the experience: 7.73 out of 10
¥ 71% said the experience rated 7 or higher
¥ 73% said improved my experience walking through the the airport
¥ 49% 'HSBC is an environmentally conscious organisation': 49% agree
51% people said it improved the reputation of HSBC
A Living River uses authentic sounds from across the Yangtze River to create a unique sound installation at Gatwick Airport.
The sound installation celebrates HSBC and WWF’s work along the Yangtze, taking people on a journey, before their journey.
In using sound, we are creating a brand experience to engage an audience, rather than traditional messaging.
The Skybridge is a 300m elevated walkway taking passengers over planes as they taxi to the runway. Over 7 million passengers cross the Skybridge each year. It is airside, so passengers are either approaching their gate to board, or have just stepped off a plane: a transitional space allowing us to communicate with them immediately before or after their journey. An opportunity for reflection, contemplation or, in this case, a chance to take them somewhere else entirely.
By using sound, we not only worked with the confines of the environment but we encouraged a very different type of interaction, one that demands attention and consideration, driving awareness of the scale and importance of the Water Programme.