25 LANDMARKS THAT CHANGED MUSIC by Two-handled Metal Pan Communications for Sennheiser

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25 LANDMARKS THAT CHANGED MUSIC

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Industry Electronic Devices & Home Appliances
Media Design & Branding
Market India
Agency Two-handled Metal Pan Communications
Creative Director Siddharth Prasad
Art Director Priti Jhunjhunwala
Copywriter Vikrant Bisht, Nikhil Obherai
Released December 2011

Credits & Description

Category: Books
Advertiser: SENNHEISER INDIA
Product/Service: SENNHEISER INDIA
Agency: METAL COMMUNICATIONS
Executive Director: Probir Dutt (Metal Communications)
Creative Director: Siddharth Prasad (Metal Communications)
Art Director: Priti Jhunjhunwala (Metal Communications)
General Manager: Hemal Kaul (Metal Communications)
Copywriter: Vikrant Bisht (Metal Communications)
Account Executive: Deepa Soni (Metal Communications)
Copywriter: Nikhil Obherai (Metal Communications)
Production Manager: Neeraj Srivastava (Metal Communications)
Media placement: Book - Presenting Book To Key Trade Partners - Began On 12 December 2011

Describe the brief from the client
Sennheiser was about to complete 5 years in India. The brief from the client was to create something uniquely Sennheiser that would be remembered and valued by the company's trade partners, brand endorsers and consumers, and which would convey an image of Sennheiser as very different from competing brands of headphones and microphones that had recently entered the Indian market.

Describe the challenges and key objectives
Buying headphones for better audio quality is a very recent phenomenon in India, and consumers do not know much about the brands on offer. Products are being sold on the basis of features, design and claimed sound superiority.
We wanted to leverage Sennheiser’s 65-year history to present it as an interesting brand with stories to tell; and so shift consumers towards brand preference.

Describe how you arrived at the final design
Sennheiser and its subsidiary Neumann have made some of the world’s best microphones, which have been used by the world’s best musicians. Therefore, in its own way, Sennheiser has been an important part of music recording. We decided to create a book that would trace the history of mainstream music over 6 decades. The book examines 25 iconic bands and albums. Each spread is designed to reflect the imagery associated with the band and its era – art motifs, typography, colours and illustration styles – so that we look at each band in its own historic, social and cultural context.

Give some indication of how successful the outcome was in the market
When we started the job, the plan was to give the book as a memento to Sennheiser’s important trade associates, endorsing artistes, etc. However, the client was so pleased with the book and the way people were reacting to it, that the book has now been made available for sale to music lovers and audio enthusiasts through Sennheiser’s own distribution channel. The book has been well received by consumers too, and we may soon be printing more to meet the demand.