| Title | SOUND-FREE CONCERT |
| Brand | JAPAN PHILHARMONIC ORCHESTRA |
| Product / Service | ORCHESTRA CONCERT |
| Category | D03. Live Events |
| Entrant | TBWA\HAKUHODO INC. Tokyo, JAPAN |
| Idea Creation | TBWA\HAKUHODO INC. Tokyo, JAPAN |
| Idea Creation 2 | HAKUHODO INC. Tokyo, JAPAN |
| Production | ROBOT COMMUNICATIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masatoshi Usami | TBWA\HAKUHODO Inc. | Creative Director／Copy Writer |
| Yohei Murakoshi | HAKUHODO Inc. | Art Director |
| Yoichi Ochiai | Pixie Dust Technologies, Inc. | Media Artist |
| Aiko Kuroda | Pixie Dust Technologies, Inc. | Director |
| Ippei Suzuki | Pixie Dust Technologies, Inc. | Technologist |
| Tatsuro Hayashi | ROBOT Communications Inc. | Producer |
| Takeshi Daimon | ROBOT Communications Inc. | Line Producer |
FROM HEARING TO FEELING MUSIC The question that drove the development of this campaign was, can one "feel" music? Using the theory that sound is produced when something vibrates, in line with our aim, we developed the SOUND HUG and ORCHESTRA JACKET. Both devices are designed to bring out the experience of sound through vibrations and lights. SOUND HUG expresses volume through vibration, and melody through pitch. ORCHESTRA JACKET is a tailcoat with 20 built-in speakers that send vibrations through the body of the wearer in perfect synchronicity with the music being played. Through both of these technologies, the hearing-impaired are able to physically feel and see music being played.
Hearing aid device that enables to appreciate music by “hugging the music.” “SOUND HUG” SOUND HUG is a spherical device to feel music through vision and vibration by hugging it. The spherical vibrating speaker lets you feel music through vibration. The sphere also emits light in tune with the key (blue for low-pitched tones and red for high-pitched tones), which allows people with a hearing disability to enjoy music through vision and tactile sense by sensing the melody of the piece that is usually hard to feel only through vibration. / Hearing aid device that enables conductor experience by “wearing music.” “ORCHESTRA JACKET” ORCHESTRA JACKET is a tail coat type wearable device that allows to experience music with your whole body. It supports user’s hearing sense with twenty speakers which convey the sound of the orchestra in real time through vibration and provides an orchestra conductor experience for hard-of-hearing audiences.
¦98% Attendees Satisfaction Level / 96% New Attendees By gaining a high satisfaction level, it became apparent that we were able to attract a new audience base of more than 400,000 “hearing-impaired” which up to now, was outside of the fan realm. ¦JPY 100 Million Media Exposure A new way to enjoy music – listening with the body, not with the ears – was presented to a society that is calling for diversity. ¦Sustainable Action More than 10 organizations are showing interest in our action and it will expand going forward. The closest in schedule, is another concert set to be held in August.