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Fundada en: 1917
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Sounds of Innovation: How Tech and AI are Redefining Advertising
Photo by Yassine Ait Tahit on Unsplash
In an era where technology and creativity converge, advertising campaigns are increasingly harnessing the power of sound and AI to create meaningful connections with audiences. This year, initiatives such as TBWA\Italia's "The Sound of Pride," and Ogilvy Vietnam's "What Vietnam Sounds Like," illustrate how sound can transcend traditional advertising methods, engaging diverse communities and honoring cultural identities. By transforming visual experiences into auditory ones, brands are not only amplifying their messages but also fostering inclusivity and emotional resonance.
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TBWA\Italia | “The Sound of Pride”
This year the Pride Flag became even more inclusive and accessible through a DE&I initiative by TBWA\Italy for Milan Pride. “The Sound of Pride” is the first rainbow flag that can be listened to instead of seen, making the pride flag inclusive to those who are visually impaired.
This innovative project employs a scientific process that "captures" the frequencies of colors and converts them into music. Quantum biophysicist and researcher Daniele Gullà played a crucial role by using a multispectral camera to translate the usually inaudible acoustic frequencies of the flag's colors into sound signals. These frequencies, extracted from the flag's six colors, were then decoded by Alessandro Branca and Serena Menarini.
Adding a classical touch, the Milan Symphony Orchestra donated their talents to incorporate stringed instruments, enriching the piece with a profound musical interpretation.
The Sound of Pride was presented to the public for the first time on Wednesday June 26th in the Pride Square of Piazzale Lavater in Milan within a panel that saw the representation of "Pride in every sense".
WPP Open X Lead By Grey | "The Social Sound"
In a bold move to combat the trend of social withdrawal facilitated by headphones, Schweppes South Africa launched an innovative campaign emphasizing the value of live, in-person experiences. Recognizing that 73% of people use headphones to avoid social interactions, the brand sought to encourage fans to connect in real life.
The campaign featured a surprise concert by artist Daliwonga, who interrupted his own music to invite listeners to a secret performance in Cape Town. To navigate to the venue, participants used a unique “spatial audio guide” through their headphones. By following audio cues—like turning left when music played in their left ear—the audience was guided closer to the concert. As they approached, the music grew louder, creating a communal journey that ultimately led participants to remove their headphones and enjoy the live experience together. This innovative approach not only fostered real-world connections but also highlighted the joy of shared experiences in a digital age.
Ogilvy Vietnam | “What Vietnam Sounds Like: Le Duc Phat”
Nestlé MILO, in partnership with Ogilvy Vietnam, launched an innovative campaign aimed at helping sports commentators correctly pronounce Vietnamese athletes' names. The initiative addresses a common challenge faced by announcers, who often struggle with pronouncing cultural names. To bridge this gap, the campaign features a series of slam poems created by a fully Vietnamese team of composers, writers, and voice talents. These poems are crafted in a traditional Vietnamese repetitive iambic pentameter, helping listeners learn the correct pronunciations effortlessly while being inspired by the athletes' stories.
The campaign offers a special playlist where users can select their preferred sports and immerse themselves in the captivating narratives behind these names. In just 60 seconds, listeners can master the pronunciation of Vietnamese names, gaining insight into the cultural meanings and personal journeys of the athletes.
BBDO | “The Revived”
"The Revived," is an emotional initiative launched by Team BBDO, Brand Ukraine, and The Ministry of Youth and Sports of Ukraine, making its debut during the Olympic games in Paris. The film honors fallen athletes and highlights their missions.
Central to the project are AI-generated characters of the fallen athletes, created from family-provided photos and video footage, resulting in strikingly lifelike representations. This innovative use of technology not only commemorates the dreams and aspirations of these athletes but also seeks to raise awareness about the broader impact of ongoing global conflicts on the world of sports. Through "The Revived," the campaign poignantly underscores the intersection of sports, memory, and the realities of war, fostering a deeper understanding of these athletes' legacies.
Grey NY and Grey Health | “The Most Beautiful Sound"
Grey NY and Grey Health partnered with The American Society of Clinical Oncology to create “The Most Beautiful Sound," a campaign that aims to give cancer patients hope and resilience through the transformative power of sound, stating "there's nothing more beautiful than the sound of cancer dying."
To build resiliency and hope in patients, the agency captured something new for patients to hear —the sound of cancer cells dying and translated these data into sounds patients could listen to.
Ogilvy Spain | “Con Mucho Acento”
Cruzcampo, one of Spain's leading beer brands, launched an innovative campaign titled "Con Mucho Acento" (Heavily Accented), featuring the legendary singer and actress Lola Flores. Utilizing cutting-edge digital video technology and an extensive post-production process, the campaign brings Flores back to life, allowing her to engage directly with younger audiences.
With the collaboration of her daughters, Lolita and Rosario, the campaign delivers a powerful message about the importance of embracing one’s cultural roots and identity. By leveraging modern innovation to resurrect a beloved figure, Cruzcampo not only honors Flores’ legacy but also connects with a new generation, celebrating pride in heritage through a contemporary lens. The campaign stands out as a striking example of how technology can breathe new life into cultural icons while promoting meaningful messages.
The agency recently debuted another chapter of the campaign, “Gitana” this time breathing life into a classic flamenco doll as she dances through the streets of Spain. The campaign celebrates the vibrant spirit and pride of being Southern Spanish.
Sonic branding is becoming a pivotal element in modern advertising, enabling brands to create memorable audio identities that resonate with consumers on a deeper level. Companies like Amp specialize in crafting distinctive sonic experiences that enhance brand recognition and emotional connection. For instance, the iconic Intel jingle and McDonald's "I'm Lovin' It" melody demonstrate how powerful sound can imprint a brand in the public consciousness. As the advertising landscape continues to evolve, the integration of sound, whether through innovative campaigns or dedicated sonic branding strategies, will play a crucial role in shaping consumer experiences and forging lasting connections.
For more campaigns, check out our Sound + Innovation playlist!