THE SOUND OF ARCHITECTURE

Short List
TitleTHE SOUND OF ARCHITECTURE
ClientNOBLE DEVELOPMENT PUBLIC CO.,LTD.
Product/ServiceREAL ESTATE
CategoryG04. Sound Design
EntrantRABBIT DIGITAL GROUP Bangkok, THAILAND
Idea Creation RABBIT DIGITAL GROUP Bangkok, THAILAND
Media Placement RABBIT DIGITAL GROUP Bangkok, THAILAND
Production NO SOUND IN SPACE Bangkok, THAILAND
Production 2 MEOUR Bangkok, THAILAND

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.

Credits

Name Company Position
Saroj Laohasiri Rabbit Digial Group Chief Strategic Officer
Chayanin Prasertsuk Rabbit Digital Group Senior Strategic Planner
Phannaphat Meesridee Rabbit Digital Group Strategic Planner
Noranit Yasopa Rabbit Digital Group Executive Creative Director
Noranit Yasopa Rabbit Digital Group Executive Creative Director
Kanon Umpornsirirat Rabbit Digital Group Creative Group Head
Chatchawan Moonpradub Rabbit Digital Group Creative Group Head
Kamolwan Nophaket Rabbit Digital Group Creative Group Head
Papop Chaowanapreecha Rabbit Digital Group Creative Director
Kanon Umpornsirirat Rabbit Digital Group Creative Group Head
Noranit Yasopa  Rabbit Digital Group Executive Creative Director
Chrisjunior Drabik Rabbit Digital Group Multimedia Artist
Sibb Sattakhunchutipas Rabbit Digital Group Design Director
Chakrit Boonjaroen Rabbit Digital Group Senior Graphic Designer
Sarawut Kumchan Rabbit Digital Group Senior Graphic Designer
Theerapon Honggam Rabbit Digital Group Senior Graphic Designer
Saratoon Chanvichit Rabbit Digital Group Senior Graphic Designer
Nattawat Mongkol-Adisai Rabbit Digital Group Graphic Designer
Sarin Ittinuntaweerachai Rabbit Digital Group Agency Producer
Pattarida Achariya-Anuchon Rabbit Digital Group Graphic Producer
Kathleen Jarupokkul Rabbit Digital Group Client Service Director
Daranee Rueknamphet Rabbit Digital Group Account Director
Pailin Verojanavat Rabbit Digital Group Account Manager
Saranya Jaiyen Rabbit Digital Group Account Executive
Achara Kamolpechara Rabbit Digital Group Touchpoint Manager
Sirapas Ratanasupawong Rabbit Digital Group Account Executive
Teewin Varapaskul Meour Production Film Director
Teewin Varapaskul Meour Production Film Director
Thanaporn Phiansomphol Meour Production Film Producer
Setthawut Samathimongkol Meour Production Director of Photography
Bheradol Amarin Meour Production Film Editor
Sathapat Teeranitayapap No Sound In Space Sound Designer
Links
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