| Title | THE SOUNDLOUNGE POSTER |
| Brand | CRAFTWORK - A BRAND OF AD AGENCYSERVICES |
| Product/Service | SOUNDLOUNGE |
| Category |
A02. Creative Innovation |
|
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
In line with the basic theme of the event, we created a printed poster that makes noise visible, transforming a traditional print medium into a digital one. Audio receptors interactively converted sounds into graphical impulses through microscopic rear-projection technology.
To amplify the reach of the poster among our target audience we also made a film to showcase it and how it works, which was sent to the trade press, who featured it on their online sites. The traditional to digital crossover was complete. The medium really did become the message.
Creative Execution
The technology itself wasn’t new but was innovative in the way in which we used it to transform a traditional print medium into a digital one. On the surface, the poster is like any other a simple sheet of paper. But underneath are several layers that react in response to ambient noise, to produce the images and messaging on the paper in light.
We developed an algorithm that analysed the sound frequency and volume in order to create the perfect reaction to ambient noise.
After analysing the noise, the sound is transformed into graphical impulses revealing the message.
The project was created initially to work indoors but since its success we are starting testing on outdoors in order to bring the fun of making noise visible to everyone.
All of the leading trade press who featured our campaign, named it Campaign of the Day, a week before the event – ensuring that everybody in the sound and advertising industry heard about it. 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.
Such was the success of the poster we also had dozens of calls from within the media industry, asking if they could use the technology themselves.
The poster is one of the oldest advertising media. We took it and brought it into the 21st century and into the digital world, creating a printed poster that makes sound visible: the perfect way to announce the first Soundlounge event.