BRILLIANT I.D.E.A.S.

TitleBRILLIANT I.D.E.A.S.
ClientHYUNDAI MOTOR COMPANY
Product / ServiceART SPONSORSHIP
CategoryA07. Use of Original Music
EntrantBLOOMBERG NEWS Singapore, SINGAPORE
Idea Creation BLOOMBERG NEWS Singapore, SINGAPORE
Production BLOOMBERG NEWS Singapore, SINGAPORE

The Campaign

Hyundai's sponsorship of the Brilliant Ideas show is a testament to their support for the Arts. The idea of having a prominent use of, or a sense of the "human touch" was very important to Hyundai as the concept must resonate with their brand vision. What made this concept a great brand storytelling piece for Hyundai was the fact that though mechanical and robotic in sound quality, by nature, the basis behind this production all came from a human voice that created the base melody where the singer's voice becomes more apparent towards the end.

Creative Execution

This 12-second custom sound track production was produced all in a week's work. This track is embedded on the show identity of the Brilliant Ideas shown globally and online on Bloomberg TV and bloomberg.com. The show is now on its 3rd season and this newly produced show ident is currently airing on Bloomberg TV Fridays fortnightly, 6pm SG/HKT and online.

This track has become the signature and identifiable feature of the show.

This submission is a custom-produced track used in the show ident of Bloomberg's Brilliant Ideas sponsored by Hyundai.

The human voice was digitally enhanced and modified to produce an electronic sound track that is layered with a variety of sound textures. The variety in sound texture mimics the visual elements representing multiple crafts used by the artists featured on the show.

Credits

Name Company Position
Yuko Tsukada Bloomberg LP Creative Director