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Campaign

The Sound of Creation

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the rundown

Philips wanted us to re-establish the appeal of Philips Fidelio audio products with those aspiring to purchase high-end audio equipment for the home and encourage lifestyle buyers to purchase the best their money can buy. Our role was to demonstrate that Philips is ‘Obsessed with Sound’ and show the craftsmanship that goes in to making the brand’s audio products. We wanted to tell this story in a manner that can be appreciated by both a lifestyle audience and audio fanatics via a means of communication that speaks to their passion for music and film.

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The Building Blocks

We created an interactive audio-visual experience where minimalistic interaction and visual design come together to reveal the true story behind nine Philips audio products. For the stories behind the products we interviewed product designers in Hong Kong and Philips sound engineers in Belgium. Director Gustav Johansson shot nine video loops with a macro lens to emphasise the level of detail Philips wants to be associated with. Nine soundtracks were composed by Washed Out and function as audio loops that tie back to a specific product story as well as a complete music track when combined.
  •   Web/Apps
    Flash

The Votes

The Details

Agency
Brand
Philips
Targeted Regions
  • Latin America,
  • Europe
Marketing Objective
Launch Date
Sept. 1, 2012

The Team

  • DDB & Tribal Amsterdam www.ddbtribal.nl
  • Chris Baylis, Executive Creative Director
  • Bart Mol, Sr Art Director
  • Pol Hoenderboom, Sr Copywriter
  • Peter Hayden, Strategy Director
  • Sharon Cleary, Copywriter
  • Robbin Cenijn, Design Director
  • Keith Kornson, Designer
  • David Vogel, User Experience Director
  • Joeri Kiekebosch, User Experience Designer
  • Anna Mononen, Digital Producer
  • Bas Muller, Digital Producer
  • Leon Snelleman, Project Director
  • Peter Adams, Client Services
  • Nikki Haighton, RTV Producer
  • Fione Van Wijk, RTV Producer
  • James Britton, Executive Producer
  • Stinkdigital www.stinkdigital.com
  • Gustav Johansson, Director
  • Niklas Johansson, DoP
  • Erik Torell, Producer
  • Fritjof Granstrom, Art Department
  • Olof Lindh, Editor
  • Dado Valentic, Post Production
  • Zach Ellams, Post Production
  • Smita Das, Digital Producer
  • Romuald Quantin, Developer
  • Sam Elie, Developer
  • Ernest Greene aka Washed Out, Composer
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The Stats

  • 98 hours spend on project from a bar
  • 123 hours spend on project and playing pool at the same time
  • 6402 total cups of coffee drunk

The Results

With the Sound of Creation we found an appealing and relevant way to introduce Philips’s new high-end audio products. Via the Philips Sound Facebook page the site received 108.214 visitors in the first 3 weeks after launch, this is over half the amount of current Facebook Fans, all without bought media. By appealing to a small but highly interested audience as opposed to mass the website is the no#1 traffic driver to both the Philips.com/shop as well as the category pages. Also, visitors spent over 5 minutes on the site on average and 3,9% clicked through to Philips's sales environment.

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