| Title | AUDIBLE STREET ART |
| Brand | URAL MUSIC NIGHT |
| Product/Service | URAL MUSIC NIGHT FESTIVAL |
| Category |
B05. Use of Ambient Media: Large Scale |
|
Entrant
|
VOSKHOD Ekaterinburg, RUSSIA
|
|
Idea Creation
|
VOSKHOD Ekaterinburg, RUSSIA
|
Credits
| Andrey Gubaydullin |
Voskhod |
ECD |
| Daria Ovechkina |
Voskhod |
Copywriter |
| Anton Rozhin |
Voskhod |
Copywriter |
| Vladislav Derevyannikh |
Voskhod |
Art Director |
| Dmitry Maslakov |
Voskhod |
Digital Creative Director |
| Alexander Zolotov |
Voskhod |
Programmer |
| Yana Akhmetshina |
Voskhod |
Designer |
The Campaign
The idea was inspired by the old Soviet technology that uses visual codes for sound synthesis.
Campaign Success
We found an old wooden fence and a cracked wall. Street-art adds vivid color and sound to the urban reality, camouflages its industrial dreariness.
Describe the success of the promotion with both client and consumer including some quantifiable results
More than 200 000 people visited the festival.
Explain why the method of promotion was most relevant to the product or service
It's a brand activation and a part of festival promotional campaign.
We created a street art that can be heard using official festival app MusicNight. The app captures on special marks and converts everything between them into sound.