Title | SOUND WAVES |
Brand | XMI PTE LTD |
Product / Service | X-MINI |
Category | A02. Posters |
Entrant | DENTSU SINGAPORE, SINGAPORE |
Entrant Company | DENTSU SINGAPORE, SINGAPORE |
Advertising Agency | DENTSU SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Trevor Lim | Dentsu Singapore Pte Ltd | Illustrator |
Teo Lay Leng | Miracle Factory | Digital Imaging |
Ahmed Naseer | Ono Creates | Illustrator |
Jimmy Fok | Calibre Pictures | Photographer |
Nicole Ong | Dentsu Singapore Pte Ltd | Account Director |
Elaine Ng | Dentsu Singapore Pte Ltd | Account Manager |
Trevor Lim | Dentsu Singapore Pte Ltd | Art Director |
Nicholas Leong | Dentsu Singapore Pte Ltd | Copywriter |
Nicholas Leong | Dentsu Singapore Pte Ltd | Creative Director |
Tony Ray Pereira | Dentsu Singapore Pte Ltd | Executive Creative Director |
Ted Lim | Dentsu Singapore Pte Ltd | Chief Creative Officer |
Being 2-dimensional and visual in nature, posters proved to be restrictive when it came to conveying the impressive sound qualities of the X-mini. To do justice to the product, we needed an idea that wasn't constrained by the limitations of the medium.
X-mini are miniature speakers that deliver a massive sound. XMI the makers of X-mini wanted to bring this promise to life in a poster.
Few people could believe that a speaker so small could sound so big. Hearing the X-mini in action was truly an awakening experience for most people. To convey this message, we used paper craft to turn a flat piece of paper into a 3-dimensional world where everyone form city dwellers to mythical creatures awakened to the mighty sound waves that flowed out of the X-mini.
The rarely seen ad execution not only captured the attention of a wide spectrum of audiences but it aided brand recall, making X-mini the name that people most remembered for big and exhilarating sound.