SAND

TitleSAND
BrandMERCEDES-BENZ SINGAPORE
Product / ServiceMERCEDES-BENZ C-CLASS
CategoryB01. Internet Film
EntrantBBDO PROXIMITY SINGAPORE, SINGAPORE
Entrant Company BBDO PROXIMITY SINGAPORE, SINGAPORE
Advertising Agency BBDO PROXIMITY SINGAPORE, SINGAPORE
Production Company PLAY FILMS Singapore, SINGAPORE
Production Company 2 SONG ZU SINGAPORE Singapore, SINGAPORE

Credits

Name Company Position
Ronald Ng BBDO Proximity Singapore Chief Creative Officer
Primus Nair BBDO Singapore Executive Creative Director
Wai Khuen Yee BBDO Singapore Creative Director
Shum Qi Hao BBDO Singapore Art Director
Firrdaus Yusoff BBDO Singapore Copywriter
David Tay BBDO Singapore Group Business Director
Joleen Seet BBDO Singapore Senior Account Manager
Grace Aik BBDO Singapore Account Executive
Lucy Hurst BBDO Singapore Planner
Ann May Chua BBDO Singapore Producer

Brief Explanation

Like the science that shaped it, the innovations in the new Mercedes-Benz C-Class is amazing. So when we wanted to explain its key features, we turned, once again, to science. Take for instance its Burmester surround sound system. It’s an amazing sound system which lets drivers ‘feel’ every beat of the music. So to demonstrate this, we used the parable of an experiment involving grains of salt, that appear to ‘feel’ and 'dance’ to the music. Also known as a Chladni plate experiment, the setup uses certain audio frequencies, which allows the randomly sprinkled particles to organise itself into intriguing graphical patterns.

Links

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