Club NME Case study The Sound Typeface by DM9DDB Sao Paulo

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The Sound Typeface

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Industry Business equipment & services, Corporate Image
Media Case study
Market Brazil
Agency DM9DDB Sao Paulo
Creative Director Rafael Bohrer
Creative Everton Behenck, Rodrigo Alves Pereira
Typographer Gabriel Gama
Released June 2013


Cannes Lions 2013
Promo and Activation Lions Product & Service; Publications & Media Bronze

Credits & Description

Type of entry: Product & Service
Category: Publications & Media
Product/Service: MAGAZINE / WEBSITE
Agency: DDB BRASIL São Paulo, BRAZIL

Audio Producer: B Sound Thinking (B Sound Thinking)
Agency Producer: Bibiana Saldanha (DDB Brasil)
Agency Producer: Anna Martha Silveira (DDB Brasil)
RTVC: Clarissa Willrich (DDB Brasil)
RTVC: Bernarso Silve (DDB Brasil)
RTVC: Thiago Vanigli (DDB Brasil)
Media Executive: Adriano Souza (DDB Brasil)
Media Executive: Simone Gasperin (DDB Brasil)
Media Director: Silvio Calissi (DDB Brasil)
Typographer: Gabriel Gama (DDB Brasil)
Typographer: Rodrigo Pereira (DDB Brasil)
Creative: Rodrigo Pereira (DDB Brasil)
Creative: Everton Behenck (DDB Brasil)
Creative Director: Rafael Bohrer (DDB Brasil)
Chief Creative Officer: Marco Bezerra (DDB Brasil)
CEO: Marcio Callage (DDB Brasil)

Describe the brief from the client
NME is one of the world's most important publications on music. Famous for featuring all the latest music news. In Brazil, music fans are all searching for new songs on Soundcloud. This fact made Soundcloud the perfect environment for promoting the brand. But how could we advertise in a place without media? Our idea to solve this problem was to develop a way of advertising on the sound waves of the songs as Soundcloud presents them. A completely new form of media.

Promotion Development

We transformed the sound waves of the song tracks presented on Soundcloud into a completely new form of media. To this end, we designed a font that could be read on the waves. We created a design with the sound waves letter by letter and composed a soundtrack for each letter. With this alphabet, we wrote an ad for NME and put it right before songs by Brazil’s main Indie bands.


Brazil’s most important Indie bands took part in the initiative. Every time someone looks for a song by one of the bands on Soundcloud, they come across NME’s message. Every time the band promotes their song, they're promoting NME. Every time the track is embedded in another site, a free ad for NME is sent along with it.

Relevancy to Product/Service

When people decided to looking for music from their favorite bands we hooked them. At the waves that shape the sound of the music we wrote the initials of our magazine: NME. After that we compose a special soundtrack for each one of the letters of our alphabet.