BIG BELL

ClientTACO BELL
Category B02. Use of Audio Technology / Voice Activation
TitleBIG BELL
Product/ServiceTACO BELL
Entrant EDELMAN London, UNITED KINGDOM
Idea Creation EDELMAN London, UNITED KINGDOM
PR EDELMAN London, UNITED KINGDOM
Production UNIT9 London, UNITED KINGDOM
Production 2 PRIORY POST London, UNITED KINGDOM
Production 3 OFFSET AUDIO London, UNITED KINGDOM
Credits
Name Company Position
Mattias Ronge Edelman UK Chief Communication Officer
Stefan Ronge Edelman UK Chief Communication Officer
Anders Hallén Edelman UK Chief Innovation Officer
Jamie Cordwell Edelman UK Creative Director
Annabelle Bould Edelman UK Account Manager
Guen Murroni Edelman UK Agency Producer
Lucy Melling Edelman UK Managing Director
Jordan Atlas Edelman US Executive Creative Director
Julie Blakely Edelman US Associate Creative Director
Gabe Duran Edelman US Senior Copywriter
Anna Schultz Edelman US Junior Designer
Jill Knisley Edelman US Global Client Lead
Katie Brownstein Edelman US Account Supervisor

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

Big Bell was a live audio stunt on the streets of Westminster, London. Big Ben was down for repairs. For four years, London would be missing the classic hourly chimes which offer a soundtrack to the city. Using innovative audio and sound design, we tricked Londoners that their beloved bell had sprung back to life, later revealing it had been a stunt by Taco Bell, who were launching in London. Authenticity of the Big Ben bell sound was vital for the illusion. A professional sound engineer remastered Taco Bell’s jingle to imitate Big Bell’s chimes. Then, we created a camouflaged directed audio network, to build the illusion of the sound coming from thin air. We played the bells, guerrilla-style, to passers-by, every hour and filmed the surprise and confusion. A CASE FILM AND A DEMO FILM OF THE AUDIO AND SOUND DESIGN ARE YOUR JUDGING MATERIALS FOR THIS AUDIO EXECUTION.

Cultural / Context information for the jury

Big Ben is on of London’s most iconic landmarks. The sound of Big Ben’s bell chime, known as The Westminster Quarters, is a familiar and loved sound in London, offering a soundtrack to the city and accompanying Londoners on their way to work every day. Big Ben was down for repairs and the chimes wouldn’t be ringing for four years. The silence of the bell is an atmospheric reality for Londoners who would be aware of the unusual quiet. We knew that if Londoners were to hear the sound of The Westminster Chimes at this time, it would be noticed and would become a talking point for public and the media.

Script. Provide the full radio advert script in English.

N/A - The audio and sound design on this work was to mimic the exact sound of the Westminster Quarters chime, using Taco Bell’s signature bell sound. There is no script.

Explain how the work innovatively used the radio / audio medium.

Using innovative audio and sound design, we tricked Londoners that their beloved bell had sprung back to life, later revealing it had been a stunt by Taco Bell, who were launching in London. Authenticity of the Big Ben bell sound was vital for the illusion. A professional sound engineer remastered Taco Bell’s jingle to imitate Big Bell’s chimes. Then, we created a camouflaged directed audio network, to build the illusion of the sound coming from thin air. We played the bells, guerrilla-style, to passers-by, every hour and filmed the surprise and confusion. A CASE FILM AND A DEMO FILM OF THE AUDIO AND SOUND DESIGN ARE YOUR JUDGING MATERIALS FOR THIS AUDIO EXECUTION.