Title	THE SOUNDLOUNGE FLUTE POSTER
Brand	CRAFTWORK - A BRAND OF AD AGENCYSERVICES GMBH
Product/Service	SOUNDLOUNGE
Category	B03. Self-Promotion
Entrant	BBDO DÜSSELDORF, GERMANY
Idea Creation	BBDO DÜSSELDORF, GERMANY

Name	Company	Position
Wolfgang Schneider	BBDO Group Germany GmbH	Chief Creative Officer
Ton Hollander	BBDO Duesseldorf GmbH	Chief Creative Officer
Kristoffer Heilemann	BBDO Duesseldorf GmbH	Creative Managing Director
Fabiano Oliveira	Proximity Worldwide GmbH	Creative Director
Stefan Vogtländer	Proximity Worldwide GmbH	Designer
Miguel Chordá	Proximity Worldwide GmbH	Designer
Sarah Kossak	BBDO Düsseldorf GmbH	Copywriter
Sabine Boenigk	BBDO Düsseldorf GmbH	Agency Producer
Steffen Gentis	BBDO Group Germany GmbH	Chief Production Officer
Bernhard Burg	BBDO Duesseldorf GmbH	Director Print Production
-	CraftWork - a brand of ad agencyservices GmbH	Production / Post Production (Film)
Alexander Link	CraftWork - a brand of ad agencyservices GmbH	Director Of Photography
Lukas Schmücker	CraftWork - a brand of ad agencyservices GmbH	Editor
-	Studio Funk GmbH & Co. KG	Audio Production House
Florian Schweizer	Studio Funk GmbH & Co. KG	Sound Engineer
-	Service-Druck GmbH & Co. KG	Print Production Company

The Campaign

We needed to promote an event that was all about acoustic music and sound using a very traditional medium: a printed poster. But we gave it a twist. We created the first printed poster that can be seen with ears. On the surface, the invitation poster appeared to be like any other poster, but hidden within its design were a die cut, which allowed it to be simply transformed into a real playable flute underlining the importance of noise and music in advertising. 

Creative Execution

The Poster was placed in entrance halls of sound studios. People could tear it off and with its instructions on the back of the poster be able to make a flute out of it. As in the fairy tale, the pied piper of Hamelin, all creatures from the artwork get gathered together by the main character. So when teared of, you will find two rubber bands on the back, to keep the poster rolled up. Once adjusted, last step is to fold the mouthpiece and the flute is ready to go.

Indication of how successful the outcome was in the market

The leading design trade press in Germany named our invitation poster as Campaign of the Day, within one hour of receiving our press release – ensuring that everybody in the sound and advertising industry heard about it. Registration for the event doubled overnight. The reach was further amplified by several groups in our target audience making their own videos of trying to play our flute, which were shared on social media. This spread the reach even further in the press both in Germany and beyond into France and Argentina. 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.

Our strategy was to create something previously unseen of, that would create the buzz we needed within the ad and sound industries. In line with the theme of the event, we created a printed invitation poster that you can read with your ears. The Soundlounge invitation poster, were placed in reception areas of leading sound studios and production houses across Germany, directly targeting our key audience. We also made a short film demonstrating this, showcasing the poster and how it works This was shared with the trade press, amplifying our message further, deep into our target market.