Bucalus Soundproof Windows: "Noisy Outside" Design & Branding by Leo Burnett Guangzhou

Category: Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
Title: NOISY OUTSIDE
Advertiser/Client: HAOMEI ALUMINUM CO
Product/Service: BUCALUS SOUNDPROOF WINDOWS
Design/Advertising Agency: LEO BURNETT GUANGZHOU, CHINA
Chong Kin Leo Burnett Guangzhou Executive Creative Director
Darren Zhang, Jennifer Wang, Well Tan Leo Burnett Guangzhou Creative Director
Chong Kin Leo Burnett Guangzhou Copywriter
Chanson Li Leo Burnett Guangzhou Art Director
Jon Leung Leo Burnett Guangzhou Operations Director
Nikko Zeng Leo Burnett Guangzhou Brand Manager
Li Hu Leo Burnett Guangzhou Designer
Neo Lam Leo Burnett Guangzhou Print Production
L G Lee Haomei Aluminum Co Ltd Marketing Manager
Brief Explanation:
"BbBbBbBbBbBb" is… In 2009, manufactured more than 1.1 million cars, boosting China up to the second biggest market in the world. "WaWaWaWaWaWa" is the noise heard everywhere during every major Chinese festivals, especially before CNY when millions of laborers go back home to celebrate with their families. It’s when the train stations are extremely packed and noisy. "DaDaDaDaDaDa" is the noise from the numerous construction sites in China with the government’s RMB 4 trillion financial support for domestic growth.
Describe the brief from the client:
To promote Bucalus’s reliable soundproof systems, special musical cards were created in order to arouse interests in an engaging way.
Description of how you arrived at the final design:
The covers of the cards mimic Bucalus’s windows, and upon opening, noises on the streets commonly heard in China on a daily basis – from construction sites, crowds and traffic jams – hits the audience. Once they “close the window”, they shut out the urban noise completely.