SOUND WAVES

TitleSOUND WAVES
ClientXMI PTE LTD
Product/ServiceX-MINI
CategoryA02. Posters
EntrantDENTSU SINGAPORE, SINGAPORE
Entrant Company DENTSU SINGAPORE, SINGAPORE
Advertising Agency DENTSU SINGAPORE, SINGAPORE

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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