| Title | THE SOUND SHIRT |
| Brand | JUNGE SYMPHONIKER HAMBURG |
| Product/Service | JUNGE SYMPHONIKER HAMBURG |
| Category |
A02. Creative Innovation |
|
Entrant
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JUNG von MATT Hamburg, GERMANY
|
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Idea Creation
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JUNG von MATT Hamburg, GERMANY
|
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Production
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MARKENFILM Wedel, GERMANY
|
Credits
| Tobias Grimm |
Jung von Matt AG |
Executive Creative Director |
| Jens Pfau |
Jung von Matt AG |
Executive Creative Director |
| Thimoteus Wagner |
Jung von Matt AG |
Executive Creative Director |
| Peter Stroeh |
Jung von Matt AG |
Managing Director |
| Tobias Freundlieb |
Jung von Matt AG |
Account Director |
| Sarah Lu Marlen Meyer |
Jung von Matt AG |
Project Manager |
| Jonas Keller |
– |
Creative Director/Art |
| Robert Herter |
– |
Creative Director/Copy |
| Dany Rothemund |
– |
– |
| Hannah Liffler |
– |
– |
| Heiner Twenhaefel |
Jung von Matt AG |
Senior Copywriter |
| Johannes Bittel |
Markenfilm GmbH & Co. KG |
Managing Partner |
| Maximilian Kempe |
Markenfilm GmbH & Co. KG |
Director/DOP |
| Ludwig Linnekogel |
Markenfilm GmbH & Co. KG |
2. Camera |
| Lorenz Marcus |
Markenfilm GmbH & Co. KG |
Producer |
| Svenja Albers |
Markenfilm GmbH & Co. KG |
Assistant Producer |
| Michael Hahn |
Markenfilm GmbH & Co. KG |
Line Producer |
| Lennart Koenig |
Markenfilm GmbH & Co. KG |
Production Assistant |
| Ole Bernhardi, Bennit Plettner, Emily Ewerwahn, Roland Puknat |
Markenfilm GmbH & Co. KG |
Runner |
| Michael Haller |
Jung von Matt AG |
Producer |
| Tilmann Fabel & Jan Hendrik Behne |
Jung von Matt AG |
3D Motion Designer |
| Yannis Panther |
Markenfilm Crossing GmbH |
Editor |
| Felix Lamprecht |
NHB video GmbH I NHB ton GmbH |
Sound Designer |
| Sven Bensemann |
Infected Postproduktion GmbH |
Producer |
| Soenke Heuer |
Infected Postproduktion GmbH |
Colorist |
| Kassandra Wedel |
– |
– |
| Matthew Harrison & Louisa Pethke |
– |
– |
| Meike Wicht & Ann-Kathrin Wicht |
– |
– |
| Fritz Butze |
– |
1st AC |
| Lukas Willasch |
VIRUS |
Camera Assistant, Second Camera |
The Campaign
In order to reach a truly new audience, we decided to target a group of people who never listened to classical music in all their lives: the 80.000 deaf people in Germany. We wanted them to somehow experience classical music too. Since it couldn’t be through sound, we decided to use touch sensations instead.
That’s how the idea of the Sound Shirt was born – a wearable device that translates music into nuanced vibrations in real-time.
Creative Execution
To bring the Sound Shirt to life, we worked closely with CuteCircuit London. With our creative vision and their knowledge in wearable tech, we managed to develop the Sound Shirt within 6 months.
In a first field test, several deaf people tried it and were amazed by this new kind of musical experience. Their overwhelmingly positive feedback convinced us to make the Sound Shirt available for deaf people at all our future concerts.
This is how it works: The sound from eight different types of instruments (violins, double bass, horns, etc.) is picked up by microphones on stage. A multi-channel audio interface delivers the sound to a computer where custom software translates the sound into data. The data is sent wirelessly to the Sound Shirt using a Q antenna. Sewn-in to the fabric of the shirt are 16 micro actuators that vibrate with the exact intensity of the music.
The most important result so far are eight deaf people who have experienced a live concert of the Junge Symphoniker Hamburg who had never experienced classical music before. To us, this already makes the idea a huge success.
Immediately after the announcement of the shirt, we saw huge interest by deaf people from all over the world. Thousands registered on our website for the chance to come to Hamburg and experience the shirt themselves.
Thanks to strong media and social media coverage from national and international news outlets, the Sound Shirt also helped us build a reputation for the Junge Symphoniker Hamburg as an orchestra who is eager to leave the trodden path.
We saw a 142% increase in Facebook followers within one week of the announcement and reached millions of people through earned media. No wonder the tickets for all following concerts were sold out faster than ever before.
We created a technology that might change the way deaf people all over the world think about music: The Sound Shirt. A wearable device that lets deaf people experience music through touch sensations. And it has the potential to not only make the Junge Symphoniker Hamburg famous, but to forever change the lives of deaf people for the better.