LEGO WHITE NOISE

Short List
TitleLEGO WHITE NOISE
BrandTHE LEGO GROUP
Product / ServiceLEGO BOTANICAL COLLECTION
CategoryB02. Sound Design
EntrantLEGO APAC Singapore, SINGAPORE
Idea Creation LEGO APAC Singapore, SINGAPORE
Idea Creation 2 LEGO APAC Singapore, SINGAPORE
Production LEGO APAC Singapore, SINGAPORE

Credits

Name Company Position
Primus Nair Manokaran The LEGO Agency APAC creative director
Dale Lam The LEGO Agency APAC Creative Lead
Jiahui Wee The LEGO Agency APAC Creative Lead
June Foo The LEGO Agency APAC Project Manager
Samuel Lee The LEGO Agency APAC Content Strategist
Erika Low The LEGO Agency APAC Strategist
Adlin Rosli The LEGO Agency APAC Copywriter
Roger Tan The LEGO Agency APAC Art Director
Aiktiao Tay The LEGO Agency APAC Copywriter

Write a short summary of what happens in the radio or audio execution or campaign.

The sounds of LEGO bricks are both iconic and incredibly nostalgic. We associate them with childhood memories, the sound of kids playing in another room, or simply the quiet contemplative joy of building a new set by yourself. As more adults are turning to audio as a form of relaxation or mindfulness, we decided to turn the sound of LEGO bricks into audio tracks that could be used to promote calm.

Script & Translation. Provide a full English script and translation of any audio.

The instruments used in this audio collection include LEGO Duplo bricks, LEGO Classic bricks, LEGO Technic Bricks, LEGO Building instruction booklets, LEGO product boxes.

Cultural / Context information for the jury

White Noise is a form of low-frequency audio that is scientifically proven to help reduce anxiety and calm down. Commonly known examples of white noise include the sounds of rain, ocean waves, fan, and tv static. In our campaign LEGO White Noise, we've broken down the science of how the low-frequency audio works, and recreated it using the iconic sounds of LEGO bricks.

Tell the jury about the sound design.

The instruments used in this audio collection include LEGO Duplo bricks, LEGO Classic bricks, LEGO Technic Bricks, LEGO Building instruction booklets, LEGO product boxes. Sounds of individual LEGO elements are tested, recorded, and put together based on their sonic qualities. We then monitor and select them based on audio frequencies that ensure the optimal calming effect the white noise can provide. All the while ensuring that the recognisability of the LEGO bricks throughout all the tracks.


Links

Supporting Webpage