Execution

2 Aug 2017 : Sound machine 3D design approved for contruction 7 Aug - 21 Aug 2017 : Develop graphics and sound mixing Develop graphics used in sound production and along the way, we production the sound to match with the graphic, altogether finished in the same period. 22 Aug - 24 Aug 2017 : Graphic Vinyl printed together with vinyl cover designed for each property projects. 25 Aug 2017 : Sound machine pilot test and ready for VDO shooting 26 Aug - 8 Sep 2017 : VDO production finished for hero VDO launch 18 Sep 2017 : Sound machine and sound materials finished and ready for installation 20 Sep 2017 : Event set up along with sound machine installation 21 Sep 2017 : Campaign launch

The Campaign

We believe that aesthetics can be translated into something else that not necessarily only be seen with eyes. "The Sound of Architecture" is a campaign 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.  The campaign was first launched at an event where consumers can listen to our architectures over a custom-designed sound player, it is then followed by online launch video and a series of PR contents.

Creative Execution

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.

The Result: 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.

We create a breakthrough that bring the difference in architectural details of Noble into the spotlight. 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. It becomes a new way for consumers to notice the difference in our architectural details.