V Energy Drink Print THE V MOTION PROJECT by Colenso BBDO Auckland

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THE V MOTION PROJECT

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market New Zealand
Agency Colenso BBDO Auckland
Director Jonny Kofoed, Matt Von Trott, Zoe Mcintosh
Art Director Jae Morrison
Copywriter Graeme Clarke
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Craft; Best Music/Sound Design Bronze

Credits & Description

Type of entry: Craft
Category: Best Music/Sound Design
Advertiser: FRUCOR BEVERAGES
Product/Service: V ENERGY DRINK
Agency: COLENSO BBDO Auckland, NEW ZEALAND
Creative Chairman: Nick Worthington (Colenso BBDO)
Creative Director/Digital Creative Director: Aaron Turk (Colenso BBDO)
Art Director: Jae Morrison (Colenso BBDO)
Art Director/Digital Art Director: Lachlan Palmer-Hubbard (Colenso BBDO)
Copywriter: Graeme Clarke (Colenso BBDO)
Agency Executive Producer: Paul Courtney (Colenso BBDO)
Agency Producer: Rob Linkhorn (Colenso BBDO)
Group Account Director: Tim Ellis (Colenso BBDO)
Account Director: Samantha Parsons (Colenso BBDO)
Head Of Planning: Andy Mcleish (Colenso BBDO)
Media Strategy: Zac Stephenson/Jonathan Ray (OMD)
Marketing Manager: Luke Rive (Frucor Beverages Ltd)
Creative Technologist: Mat Tizard (Colenso BBDO)
Director: Matt Von Trott And Jonny Kofoed (Assembly)
Director: Zoe Mcintosh (Thick As Thieves)
Lead Developer: Paul Sanderson (Fugitive Ltd)
Lead Developer: Jeff Nusz (Assembly)
Sound Design: James Hayday (Images And Sound)
Agency Editor: Mike Hammond (Colenso BBDO)
Music Producer: Joel Little And Ashley Page (Golden Age Studio/Level Two Music Ltd)
Brief Explanation
In April 2012, V assembled a team of technology developers, audio engineers, visual artists, musicians and a leading music producer, and gave them a challenge - to create a piece of music using only the body's movement. We called it 'The V Motion Project"
Fuelled by V, the team hacked Microsoft's Kinect motion tracking software combining it with audio production software Abelton, to create an instrument that transforms the body's movement into sounds. This newly formed technology allowed us to create original piece of music that truly embody the transformation of movement into music.