THE SOUNDLOUNGE FLUTE POSTER
|Client||CRAFTWORK - A BRAND OF AD AGENCYSERVICES GMBH|
|Title||THE SOUNDLOUNGE FLUTE POSTER|
|Entrant||BBDO DÜSSELDORF, GERMANY|
|Idea Creation||BBDO DÜSSELDORF, GERMANY|
|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 CampaignWe 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 ExecutionThe 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 marketThe 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.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.