SOUND-FREE CONCERT

TitleSOUND-FREE CONCERT
ClientJAPAN PHILHARMONIC ORCHESTRA
Product / ServiceORCHESTRA CONCERT
CategoryC02. Live Shows / Concerts / Festivals
EntrantTBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation 2 HAKUHODO INC. Tokyo, JAPAN
Production ROBOT COMMUNICATIONS Tokyo, JAPAN

The Campaign

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.

The Brief

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Creative Execution

“SOUND-FREE CONCERT” With SOUND HUG and ORCHESTRA JACKET, we held a special concert aimed at the deaf community, at the Tokyo International Forum. Specifically, the concert was divided into two separate segments. One, using SOUND HUG would allow the audience to hug/touch the device to feel the music being played. With ORCHESTRA JACKET, the audience wore the device while being taught how to conduct the orchestra, simultaneously feeling the music.

Describe the success of the promotion with both client and consumer including some quantifiable results

¦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.

Explain why the method of promotion was most relevant to the product or service

Music has until now, only been enjoyed by those with their hearing faculties intact. The “Sound Free Concert” has changed all this and made it possible for the hearing-impaired and -abled community to feel and experience, literally bask in music through this campaign by the Japan Philharmonic Orchestra.

Our challenge was to increase the appeal of classical music to a wider audience. So, how can we do that? By reaching out to the last community that would least come in contact with music - something that is heard, not felt - the hearing-impaired community. By this, the Japan Philharmonic Orchestra strategies to not only build a strong connection with a new community of audience (the hearing-impaired), but would also now appeal to their supporting community to join them in basking in the new way of "listening" to music.

Credits

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
Links
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