Title | THE SOUND OF ARCHITECTURE |
Brand | NOBLE DEVELOPMENT PUBLIC CO.,LTD. |
Product / Service | REAL ESTATE |
Category | C03. Exhibitions / Installations |
Entrant | RABBIT 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 |
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 |
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 |
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.
Breakdown budget Overall budget (Included sound mix & machine production & other supported materials) :: 2,300,000THB Sound graphic develop (included design, sound mixing and vinyl printing) :: 300,000THB Sound machine building and installation :: 350,000THB Hero VDO production :: 1,550,000THB
The Execution: From the idea that architecture and music share the same fundamental, we defy how property projects have traditionally been showcased. 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 decode the architectural structures of Noble’s 5 projects into distinct sounds that represented the unique essence of 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.
The Sound of Architecture is the campaign designed to let consumers sense Noble’s difference in architectural details through listening.We combine these two things which are architectural design and music design together. With this concept, there seemed something harmonious among them. It becomes a new way for consumers to notice the difference in our architectural details.
The Strategy: When the situation of Bangkok’s growing market has filled consumers with too many options, it is hard for them to see closer into quality and details. We need to create a breakthrough that bring the difference in architectural details of Noble into the spotlight.