The Campaign

Relevance: Since Noble's core value is 'Be Different', "The Sound of Architecture" was designed for customers to sense Noble’s difference in architectural details through listening. Built around the idea that architecture and music shared the same fundamental, we collaborated with a sound designer to decode the architectural structures from five of our projects and turn them into distinct sounds which represent the unique essence in each development.

Creative Execution

We create a breakthrough that bring the difference in architectural details of Noble into the spotlight. The Sound of Architecture is the campaign designed to let consumers sense Noble’s difference in architectural details through listening. Collaborated with a sound designer, we decoded every detail of the design into graphic pattern that function as rhythm generator. The sound recorded from real materials and environments were synthesised into instrumental notes. The rhythm generators can trigger the instrumental notes to be played as music using a custom-designed sound player after being arranged into compositions by professional sound designer following the concept, mood and tone of each project from five of our projects and turn them into distinct sounds which represent the unique essence in each development. It becomes a new way for consumers to notice the difference in our architectural details.

Indication of how successful the outcome was in the market

The launched video received over 3 million views within the first week of its launch, gaining over 15 million impressions in total. The Sound of Architecture has generated the most pre-register numbers in Noble’s history. But most of all, the campaign has successfully drove conversations from consumers around the brand’s core value; to define the difference in the details of architecture.