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Gold Winner

Digital — Microsites

Entrant: Tribal DDB Amsterdam, Amstelveen

Philips Lifestyle Entertainment
"Obsessed With Sound"

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Description of the Project

To demonstrate that Philips is ‘Obsessed with sound’ and claim that you can hear every detail with the brand’s audio products, we created a unique interactive music video website, where users could single out any member of a 51-strong orchestra.

The website features an award-winning Metropole Orchestra playing a music piece entitled “I’m No Prototype”, composed especially for the orchestra. This 60’s car-chase TV-music piece is designed to pull people into the world of sound from the first moment, so they experience the film rather than just watch it.

We see close-ups of musicians and their instruments; at the bottom of the screen 55 dots are presented, each symbolising an instrument in the orchestra. The dots rise and settle real-time in accordance with the musicians’ performance, showing the pitch of every note being played.

When the viewer clicks on one of the dots the music changes together with the picture: now only the track of that musician can be heard while the viewer discovers new details about that person’s musical history.

The interface of the site is an intuitive, functional representation of the audio, bringing the most unique web experience to a music lover.

Original Song: “I’m no prototype” (B. Dubbe/ S. van Hamel) Music Arranger: Martin Fondse Scored By: Metropole Orkest/ Jules Buckley Sound Designers: Joep Beving/Cris Kos Sound Design Company: Massive Music, Amsterdam Editor: Nikaj Gouwerok Editing Facility: VET, London Digital Designer: Robbin Cenijn Technical Director: Jan Willem Penterman Digital Directors: Marcel Kornblum/Mark Pytlik Digital Production Company: Stinkdigital, London Director of Photography: Matias Boucard Social Media Strategist: Niels Bellaar Creative Technologist: Ian Bauer Agency Producers: Jeroen Jedeloo/Richard Land/Christy Wassenaar Art Director: Bart Mol Copywriter: Pol Hoenderboom Executive Creative Director: Chris Baylis Agency: Tribal DDB Amsterdam, Amstelveen Strategy Director: Henk Rijks Agency Account Director: Sandra Krstic Client Account Director: Kelly McConville Corporate Name of Client: Philips

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