Souledifying

The best thing I did when I was trying to work out where to put sound triggering sensors and speakers for The Academy @nab, was to ask the builders where people will walk.

Smart brands don’t use Audio Ads to advertise on Spotify.

Why? Because they’re annoying. That’s the point.

Audio ads interrupt your listening experience to frustrate you.
This frustration is designed to force you to upgrade to Spotify’s interruption free suscription service.

Smart brands don’t create annoying, frustrating experiences.

Interruption doesn’t work, permission does.

Smart brands use Spotify to give things back to their listeners.

They help them discover new music. They help them make their lives easier and more fun through music. They give them things that make them look cool to their mates.

Elegance

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WORLD ARCHITECTURE – HIGH COMMENDATION – INTERIORS AND FITOUT CATEGORY Link→

IDA CORPORATE DESIGN HIGH COMMENDATION Link→

CEFPI AUSTRALASIA REGION EDUCATIONAL FACILITIES AWARDS – ‘EDUCATION INITIATIVE/DESIGN SOLUTION FOR AN INNOVATIVE PROGRAM’ COMMENDATION Link→

Read the case study in AV magazine: Sonic Branding For The NAB.pdf

Beautifully simple and focussed.

Brilliant arrangement, dynamic and song choice.

The music, location and involvement of people, combine perfectly to support the message “Life is for sharing” – and we did.

The YouTube comments say it all.
This went viral – not because it is a clever ‘stunt’, but because it connects profoundly and honestly on a human and emotional level.

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A beautiful, soulful and uplifting hip hop  song  by Otropic T(h)ree on Shadow Records- late 90’s.

Timeless!

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Agencyitis strikes again – this time with Cadbury Australia.

Cadbury were on a winner with the first two Saatchi & Saatchi TV commercials in their Joyville campaign.

Both these TVCs used ‘big band’, theatrical and wacky, JOYFUL music that is a great fit for the brand and  communicated the Joyville message perfectly.

The music makes you feel good, Cadbury makes you feel good. It works on a visceral and emotional level.

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The music aligns with the UK/global campaign, and it would also work very well at the point of purchase. Cadbury were well on the way to building a powerful brand asset with this music, and establishing a strong, recognisable and believable sonic brand identity.

Cadbury switched the... read more

“Sonic branding is about the culture of a company and when you hear what these people have to say, you can see that it’s much more than just a bank”

Read the article by AV Magazine  about the work The Amber Theatre did for The Academy at the National Australia Bank.

Sonic Branding For The NAB.pdf

Originally published in Ragtrader

Music & fashion combine

25 Nov 2011
A retail innovation centred around interactive fabrics that create music proved a big hit in Melbourne.

Pop-up store and fashion label, Where Lovers Lie, teamed up with sonic branding experts, the Amber Theatre, as part of Melbourne Music Week.

They then combined the mediums of music and fashion to create an interactive musical instrument controlled by smart textiles.
Store visitors were invited to squeeze the clothing on a mannequin, which then played music inside a computer that is connected to the fabric.

A spokesman from the Squeeze Me Lightly Where Lovers Lie initiative said it was designed to help change customers from passive browsers into active creators of new, exciting and memorable retail experiences.

“This heralds a new way of combining sonic branding, fashion and visual merchandising... read more