| Title | SOUNDS OF LUST |
| Brand | RFSU |
| Product/Service | RFSU SENSE ME |
| Category |
C05. Audio Led Creativity |
|
Entrant
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RADON CREATIVE Stockholm, SWEDEN
|
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Idea Creation
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RADON CREATIVE Stockholm, SWEDEN
|
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Media Placement
|
SCREAM Stockholm, SWEDEN
|
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PR
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RADON CREATIVE Stockholm, SWEDEN
|
|
Production
|
RADON CREATIVE Stockholm, SWEDEN
|
|
Production 2
|
STUDIO BARNHUS Stockholm, SWEDEN
|
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Post Production
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RADON CREATIVE Stockholm, SWEDEN
|
Credits
| Magnus Klang |
Valtech Radon |
Creative Director |
| Hampus Fernström |
Valtech Radon |
Project Manager |
| Nathalie Folkeryd |
Valtech Radon |
PR Specialist |
| Sarah Turner |
Valtech Radon |
Copywriter |
| Gustaf Anker Söderman |
Valtech Radon |
Art Director |
| Frida Karlsson |
Valtech Radon |
Account Director |
| Marcus Lundin |
Valtech Radon |
Director |
| Agnes Ahlstedt |
Valtech Radon |
Producer |
| Leo Köhler |
Valtech Radon |
Motion Design |
| Petrus Lidbeck |
Valtech Radon |
Edit & Grade |
| Carl Åborg |
Valtech Radon |
Composer & sound design |
| Niklas Panthell |
Valtech Radon |
DOP |
| Kornél Kovacs |
Studio Barnhus |
Music Artist |
| Andreas Almkvist |
Freelance |
DOP |
| Daniel Kieth |
Freelance |
Gaffer |
| Johanna Nordlander |
Freelance |
MUA |
| Sofi Rönnerstrand |
Scream |
Project Manager - Media |
| Cecilia Nyström |
Scream |
Social media specialist - media |
| Åsa Sohl |
Scream |
Innovation - Media |
| Nathalie Smeds |
Scream |
AVM Specialist - Media |
View Script
Write a short summary of what happens in the radio or audio work.
Sex starts in our mind. That means all of our senses have a role to play, including the often neglected hearing. Together with the acclaimed Swedish music producer Kornél Kovács we created a song based on the sounds that turn the Nordic people on. We also commissioned music professor Martin Ljungdahl Eriksson to conduct a meta-study on what frequencies and BPMs awaken those pleasure centers.
The song is a sensual journey where shifts in tempo combined with actual sounds that turn the Nordic people on come together with the ambition to turn listeners on. Accompanying the seductive beats are bird sounds, the sound of a party behind closed doors and mobile notifications.
We also created a music library with 20 sounds that turn people on. Among these are the sounds of rainfall, lighting a match and opening a can.
Translation. Provide a full English translation of any audio.
No vocals.
Cultural / Context information for the jury
RFSU are Nordic market leaders within condom and lubricant categories. Our task was to launch a new series of lubricants that could enhance your sex life. The category has so far positioned lubricants as a way to treat a problem, rather than to intensify pleasure.
RFSU needed to change this perception in a target group more likely to buy products like sex toys than lubricants to enhance their sexual experiences (25-35-year-olds). They also wanted to maintain their position as market leader, and reach a category sales growth of 8%.
80% in this target group think that good sex is necessary for good relationships – but 60% are dissatisfied with their own sex life. These products help with connecting sex to all of our human senses – except hearing. We decided to awaken the fifth sense to make the launch a complete sensory experience, inspiring people to tune into their bodies.
Please outline the innovative elements of the work
An innovative take on audio-driven communication: we set out to produce the sexiest music ever made, based on science, as the star of our 360-degree campaign.
We delved into neuroscientific research that showed music activates the same pleasure centers of the brain as sex. This led us to conduct a large study on what sounds turn people on. We also commissioned a music professor to conduct a meta-study on what frequencies and BPMs awaken those pleasure centers.
Drawing from this extensive research, we let acclaimed producer Kornél Kovács create a unique musical experience trying to get people into a sexy mood. The track features sounds that turn people on including tempo changes to trigger a sensual reaction. We released this experience via a digital hub and social. We also created shareable social content including a Snapchat lens and a library of sounds where people could share what turns them on.