Philips Design & Branding OBSESSED WITH SOUND - HEAR EVERY DETAIL by Tribal Amsterdam

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OBSESSED WITH SOUND - HEAR EVERY DETAIL

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Industry Electronic Devices & Home Appliances
Media Design & Branding
Market Netherlands
Agency Tribal Amsterdam
Executive Creative Director Chris Baylis
Designer Robbin Cenijn
Editor Nikaj Gouwerok
Released January 2012

Credits & Description

Category: Online Digital Design
Advertiser: PHILIPS
Product/Service: PHILIPS LIFESTYLE ENTERTAINMENT
Agency: TRIBAL DDB AMSTERDAM
Executive Creative Director: Chris Baylis (Tribal DDB Amsterdam)
Global Business Director: Sandra Krstic (Tribal DDB Amsterdam)
Concept/Art Director: Bart Mol (Tribal DDB Amsterdam)
Concept/Copywriter: Pol Hoenderboom (Tribal DDB Amsterdam)
Technical Lead: Jan-Willem Penterman (Tribal DDB Amsterdam)
Strategy Director: Henk Rijks (Tribal DDB Amsterdam)
Strategy Planner: Niels Bellaar (Tribal DDB Amsterdam)
Creative Technologist: Ian Bauer (Tribal DDB Amsterdam)
Designer: Robbin Cenijn (Tribal DDB Amsterdam)
Agency Producer: Jeroen Jedeloo (Tribal Ddb Amsterdam)
Agency Producer: Richard Land (Tribal DDB Amsterdam)
Agency Producer: Christy Wassenaar (Tribal DDB Amsterdam)
Editor: Nikaj Gouwerok (DDB Amsterdam)
Digital Production: (Stinkdigital)
Executive Producer: Mark Pytlik (Stinkdigital)
Executive Producer: Marcel Kornblum (Stinkdigital)
Orchestra: (Metropole Orchestra)
Conductor: (Metropole Orchestra)
Music Supervisor: Joep Beving (MassiveMusic)
Music Supervisor: Cris Kos (MassiveMusic)
Media placement: Obsessed With Sound – Hear Every Detail Website - Www.sound.philips.com/ows - September 1, 2011
Media placement: Philips Sound Facebook Page Competition - Http://www.facebook.com/#!/philipssound?sk=app_225728864145480 - September 1, 2011
Media placement: Lauch Event - IFA Berlin - 2-7 Sept 2011
Media placement: Exclusive Partnership With The Economist - Www.economist.com/sponsors/philips-Obsessed-With-Sound - August 2011
Media placement: POS - Materials Were Proposed To All 11 Markets - September 1, 2011
Media placement: Print Ads - Materials Were Proposed To All 11 Markets - September 1, 2011
Media placement: Banners - Various Websites Across All Markets - September 1, 2011
Media placement: Trailer, Teaser, Interviews And Making-Of’s - Seeded On FB, YouTube And Various Blogs - Aug., Sept., Oct., Nov. 2011
Media placement: Films To Support Part 2 Of The Campaign, Interviews/ Mini-Docs About The Winners, Making-Of - Seeded On FB, YouTube And Various Blogs - January 2012
Media placement: Winners Film - Seeded On FB, YouTube And Various Blogs - January 2012

Describe the brief from the client

Philips Sound designs products for real music lovers, people to whom every single detail in music matters. Demonstrate that Philips is ‘Obsessed with sound’ and claim that you can hear every detail with the brand’s audio products.

To appeal to this target we created a unique interactive music video, where users could single out any member of the 51-strong Grammy Award-winning orchestra to hear each individual’s contribution, as well as discover facts about these ‘unheard heroes’.

Describe the challenges and key objectives
The challenge was to present an enormous amount of information in a manageable and logical way, and still keep the design clean. The site had to be understandable and easy to navigate for people who do not make music or are not familiar with musical notations.

Describe how you arrived at the final design
The design, interaction design and user interface design departments worked together closely to make navigation through the site as intuitive as possible, to find the right balance between beauty and usability, and also present a great amount of musical information in an understandable way.

We laid the entire experience within a fine-grained grid of pixels, the smallest possible detail in webdesign, to accentuate the focus of detail. The colour pallet – created by shooting the video through pieces of crystal – comes back throughout the navigation and overall style of the site, giving it a united feel.

Give some indication of how successful the outcome was in the market
We created an interactive visualiser where users could see each and every musician and the pitch of every note being played. Introduced people to the experience in a linear way by placing the musicians in a specific order, matching the musical build up of the piece.

By using the visualiser to single out a musician, we created an intuitive way of navigating through the piece. Everything feels united, intuitive and is designed while keeping the campaign thought ‘every detail matters’ in mind.