Most malls choose to pull in crowds and promote in-mall spending with coupons, discounts or acrobat shows. These sales activities often do not live up to the image of the mall, and some of them even threaten to harm the brand. Flirting with Sound is an attempt to break away from what most shopping malls are doing in Hong Kong. At Elements, we’d like to think of ourselves as curator to different forms of art. This summer, we explored sound with customers.
Campaign summary
Transforming Beethoven's 5th Symphony into sound wave art forms.
Product Design: Sound wave chocolate
Product Design: Sound wave pendant
Product Design: Sound wave lamp
Product Design: Sound wave speakers
Product Design: Sound wave coffee table
Personalized sound wave tee for redemption
Mall event: Interactive sound lab
The campaign ran from July through to August 2008, hosting interactive performances from various collaborative artists. One of the projects was transforming Beethoven's 5th Symphony into visible sound waves that could be used as the inspiration for silver pendants, chocolates, tee shirts and home decor. A sound lab in the mall allowed shoppers to transform sounds into their own products, using pitch paint mode, insect mode and bounce mode. A mini-site was launched to provide sound-initiative gaming and downloadable sound waves.
The idea was a tribute to Peter Saville's "Unknown Pleasure" cover.
Creative Team: Mark Kong, Quentin Yeong, Gary Lam
ECDs: Spencer Wong, Nick Lim
Designers: Lavrans Laading, Oggy Cheng, Pill & Pillow
Performance group: Messa di Voce
Editor: Paul Swee
Major Awards:
2 Bronze Lions at Cannes Lions
Grand Kam Fan Award winner
Best of the Show at Longxi Award
INNOVA & Gold Lotus at Adfest
Gold, Distribution & Publication at Ad Stars
2 Silvers & 1 Bronze at Media Spike Asia
2 Bronzes Medal at Clio Awards
2 Bronzes at New York Festival
Merit, Integrated Branding at One Show
Top 20 World's Most Awarded Campaign (Gunns Report)
The idea was a tribute to Peter Saville's "Unknown Pleasure" cover.
Creative Team: Mark Kong, Quentin Yeong, Gary Lam
ECDs: Spencer Wong, Nick Lim
Designers: Lavrans Laading, Oggy Cheng, Pill & Pillow
Performance group: Messa di Voce
Editor: Paul Swee
Major Awards:
2 Bronze Lions at Cannes Lions
Grand Kam Fan Award winner
Best of the Show at Longxi Award
INNOVA & Gold Lotus at Adfest
Gold, Distribution & Publication at Ad Stars
2 Silvers & 1 Bronze at Media Spike Asia
2 Bronzes Medal at Clio Awards
2 Bronzes at New York Festival
Merit, Integrated Branding at One Show
Top 20 World's Most Awarded Campaign (Gunns Report)
