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.
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.
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.
by India Fizer, AdForum
