Philips has launched a global campaign ‘Obsessed with Sound’ for several markets, including India, to promote quality of the Philips audio range. The campaign website gives the audience an opportunity to see and hear the Dutch Metropole orchestra as they perform a specifically composed orchestral piece. Throughout the performance, users can interactively single out any one of the 51 individual musicians to hear every detail of their musical contribution.
Commenting on the campaign, Chris Baylis, executive creative director, Tribal DDB Amsterdam, said, “In music, every single detail matters. It’s about the second violinist, the triangle player, the double bassist, and the producer, all the ‘unheard heroes’. It’s the collaboration that brings brilliance to a piece of music. The challenge of the campaign was to have visitors experience every detail of the audio piece, to highlight each and every nuance of sound.”
Bart Mol, art director, Tribal DDB Amsterdam added,“From the beginning to the end, we looked at how far we could delve into the details of the design. The challenge was to show a music video and visualise every musician in the entire orchestra. Every musician now is represented as a dot showing the height of every note being played at that time. Click one of the dots and you single out one musician from the whole orchestra, giving you a playful way to hear every detail in the piece.”
The audience can also find out more about each musician, from their musical preferences to the precise number of music notes they play in the piece. Each musician also has a personal playlist with links to their personal blogs and twitter feeds.
The whole experience is also accessible via the company’s official Facebook along with trailers and behind-the-scenes footage. Alongside this campaign, Philips also launches the ‘Obsessed with Sound’ music competition - a search for the best sound. Entrants are challenged to make their own composition, in whichever style they choose, and submit it through Soundcloud. The winning track will be arranged by the composer of the Metropole Orchestra to be played by the 51 musicians and recorded with an accompanying music video.
Advertising agency: Tribal DDB Amsterdam
Client side: Kelly Mcconville, Frank Pynenburg
Executive creative director: Chris Baylis
Concept: Bart Mol, Pol Hoenderboom
Art director: Bart Mol
Copywriter: Pol Hoenderboom
Design: Robbin Cenijn
Creative technologist: Ian Bauer
Director: Rob Chiu
Technical lead: Jan Willem Penterman
Strategy: Henk Rijks
Account: Sandra Krstic
Production: Jeroen Jedeloo, Richard Land, Christy Wassenaar
Production company: Stink
Orchestra: Metropole Orchestra
Conducted by Jules Buckley
Composition: I'm No Prototype
Composed by Berend Dubbe and Sonja van Hamel
Music supervisor: MassiveMusic