We wanted to let people experience the main feature of Samsung Level headphones – Active Noise Cancellation – before they even try it in real life. Our creative idea was to reconstruct the urban environment online and let people feel like they’re in the middle of the street. And then we gave the users the possibility to make the city sound just the way they like it.

We started by creating a geo targeted website, showing beautiful timelapses of Polish cities, with the one the user was actually in as the default. Each timelapse was accompanied by a different music track (linked to the actual atmosphere of the city) as well as ambient street noise.

With a simple click on the Active Noise Cancellation button analogical to the one on the headphones themselves users could turn the street noise off.

In addition we wanted to get users to learn about the headphones’ other cool features. So we added a competition, in which to win prizes the user had to spend 10 minutes on the website. But since 10 minutes online is an eternity, the clock sped up when users were actually reading about the features themselves.

The website was supported by digital display formats. The campaign took place from 16.11.2015 to 16.01.2016.