|Title||SOUNDS OF COLOUR|
|Product / Service||CHARITY|
|Category||A02. Ambient media: small scale (incl. premiums and giveaways)|
|Entrant||LEO BURNETT HONG KONG, HONG KONG|
|Entrant Company||LEO BURNETT HONG KONG, HONG KONG|
|Advertising Agency||LEO BURNETT HONG KONG, HONG KONG|
|Connie Lo||Leo Burnett/Hong Kong||Chief Creative Officer|
|Brian Ma||Leo Burnett/Hong Kong||Executive Creative Director|
|Alfred Wong||Leo Burnett/Hong Kong||Executive Creative Director|
|Kit Chow||Leo Burnett/Hong Kong||Senior Art Director|
|Jason Yu||Leo Burnett/Hong Kong||Art Director|
|Liyo Wu||Leo Burnett/Hong Kong||Art Director|
|Ray Nam||Leo Burnett/Hong Kong||Copywriter|
|David Wei||Leo Burnett/Hong Kong||Brand Director|
|Carl Fung||Leo Burnett/Hong Kong||Brand Manager|
|Samson Tsang||Leo Burnett/Hong Kong||Brand Manager|
|Priscilla Liu||Leo Burnett/Hong Kong||Brand Executive|
|Audrey Chee||Leo Burnett/Hong Kong||Planner|
|Jae Soh||Creative Director|
|Nico Ng||Playon Creative Ltd||Photographer|
|Pong Law||Jubal Music Acadamy||Music Composer|
In 30 years, Orbis is dedicated to helping people see. This year, they plan to use “let everyone see colour” as its fundraising theme. In people’s minds, colour doesn't mean anything to the Blind. The truth is, the Blind have “heard” about colour: blue is sky, and green is grass etc. They are told that colour is wonderful. They have imagination on colour and they still hope that one day they can experience the beauty of it. Orbis wants to change people’s perception, and let everyone hear the Blinds' desire on seeing colour.
Instead of simply calling for donations, we wanted to merge sight and sound together to create a new premium. Not only does it help motivate people to donate, but most importantly, it bridges the Blind and those that can see together, we let people feel the Blind’s “invisible beauty of colours” through the beauty of music, helping people realize the Blind's desire on seeing colour.
To let everyone realise the beauty of “invisible colours”, music is the best medium. We created “Sounds of Colour”, which invited the Blind to express their colour imagination, then translating those messages into Braille. Jointly arranged by a blind musician with a musician with sight, the Braille became 7 songs of colour, illustrated through the music box. Each piece represents one colour, each note represents their wish to see colour. We sold the Braille strip together with the music box, and included a text message inside each strip; we spread our wish to everyone.
The first batch of “Sounds of Colour” was sold publicly. Contributions were enough to aid 3,066 blind people within one week. Free media worth approximately US$100,000 earned. Most importantly, through “Sounds of Colour”, we let people feeling the “invisible beauty” of colour.