Obsessed With Sound by Stink, Tribal Amsterdam for Philips

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Obsessed With Sound

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Industry Electronic Devices & Home Appliances, Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile
Market Netherlands
Agency Stink
Copywriter Pol Hoenderboom
Editor Nikaj Gouwerok
Agency Tribal Amsterdam
Executive Creative Director Chris Baylis
Art Director Bart Mol
Released May 2012

Awards

London International Awards 2012
Digital Microsites Gold Winner

Credits & Description

Entrant: Tribal DDB Amsterdam, Amstelveen
Philips Lifestyle Entertainment - "Obsessed With Sound"
Visit Website: http://www.award-entry.nl/2011/default/philips/obsessed-with-sound/interactive/
Corporate Name of Client: Philips
Client Account Director: Kelly McConville
Agency Account Director: Sandra Krstic
Strategy Director: Henk Rijks
Agency: Tribal DDB Amsterdam, Amstelveen
Executive Creative Director: Chris Baylis
Copywriter: Pol Hoenderboom
Art Director: Bart Mol
Agency Producers: Jeroen Jedeloo/Richard Land/
Christy Wassenaar
Creative Technologist: Ian Bauer
Social Media Strategist: Niels Bellaar
Director of Photography: Matias Boucard
Digital Production Company: Stink Digital, London
Digital Directors: Marcel Kornblum/Mark Pytlik
Technical Director: Jan Willem Penterman
Digital Designer: Robbin Cenijn
Editing Facility: VET, London
Editor: Nikaj Gouwerok
Sound Design Company: Massive Music, Amsterdam
Sound Designers: Joep Beving/Cris Kos
Scored By: Metropole Orkest/ Jules Buckley
Music Arranger: Martin Fondse
Original Song: “I’m no prototype” (B. Dubbe/
S. van Hamel)
Description of the Project
To demonstrate that Philips is ‘Obsessed with sound’ and claim that you can hear every detail with the brand’s audio products, we created a unique interactive music video website, where users could single out any member of a 51-strong orchestra.

The website features an award-winning Metropole Orchestra playing a music piece entitled “I’m No Prototype”, composed especially for the orchestra. This 60’s car-chase TV-music piece is designed to pull people into the world of sound from the first moment, so they experience the film rather than just watch it.

We see close-ups of musicians and their instruments; at the bottom of the screen 55 dots are presented, each symbolising an instrument in the orchestra. The dots rise and settle real-time in accordance with the musicians’ performance, showing the pitch of every note being played.

When the viewer clicks on one of the dots the music changes together with the picture: now only the track of that musician can be heard while the viewer discovers new details about that person’s musical history.

The interface of the site is an intuitive, functional representation of the audio, bringing the most unique web experience to a music lover.