DDB BRASIL, Sao Paulo / CAPITAO MUSICAL / 2013
Our objective was to get creative directors to view Capitão Musical, a relatively unknown name, as an innovative and forward thinking brand.
We wanted to position Capitão Musical as being a sound studio so fascinated by sound, that they look at the world differently; when looking at an object they see what sound it could make. We created the concept “We se in sounds” and brought it to life with an interactive book, that is blank to “the common eye”, but where we see a variety of sounds. By manipulating the blank pages, as explained by the instructions in the footnotes, clients could generate different sounds using nothing but paper and imagination, and experience the world as we see it, filled with sounds.
The book was able to break through the clutter of showreels. Its interactivity spoke in a new way to our target and increased the popularity of the company. With this piece Capitão Musical, a relatively unknown name, was able to position itself as an innovative and forward thinking brand. The number of requests for estimates increased substantially and we got tens of congratulatory messages, a rare happening from a market that is so hard to please.