EVERYDAY OBJECTS by Kinetic Singapore for Affixen

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EVERYDAY OBJECTS

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Industry Records & Cinema Production
Media Design & Branding
Market Singapore
Agency Kinetic Singapore
Creative Director Lim Shue Pann
Art Director Leng Soh
Copywriter Eugene Tan
Photographer John Nursalim
Released December 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: AFFIXEN
Product/Service: AFFIXEN
Agency: KINETIC SINGAPORE
Date of First Appearance: Dec 1 2010
Entrant Company: KINETIC SINGAPORE, SINGAPORE
Creative Director: Pann Lim (Kinetic Singapore)
Art Director: Leng Soh (Kinetic Singapore)
Copywriter: Eugene Tan (Kinetic Singapore)
Photographer: John Nursalim (Visualmind)
Media placement: Music CD Packaging - Music Stores & Bookstores - 1 December 2010

Describe the brief from the client
Everyday sounds often blend into the background. Unknown and uncredited. This time, Affixen wants to change all that by bringing everyday sounds into the spotlight with the production and compilation of sounds inspired by the everyday.

Describe the challenges and key objectives
The challenge lies in the ability to capture everyday sounds in their most natural form and not manufacture them. Affixen wants to celebrate and give credit to everyday sounds while highlighting the importance of sounds from everyday objects in the spectrum of sounds and audio experiences.

Describe how you arrived at the final design
The source of everyday sounds is the inspiration behind the packaging design. Thus, everyday items serve perfectly as the canvas for the packaging design, where no two objects are alike. The individualised items serve to draw a parallel to the uniqueness in everyday sounds. Working on a shoestring budget, the CD design takes shape in the sticker label which houses this experimental music CD.

Give some indication of how successful the outcome was in the market
40% of the 1000 copies of Everyday Objects have been sold since going on sale in music stores and bookstores.