Cannes Lions

Hunger Sounds

J. WALTER THOMPSON COLOMBIA, Bogota / CRUZ ROJA / 2017

Case Film
Supporting Content
Supporting Content

Overview

Entries

Credits

Overview

Description

When we’re hungry, our stomach reacts triggering a different kind of sounds. We discovered that many of this sounds resemble roaring sounds such as animals or monsters, sounds of liquids or space and many others. So we turn these sounds into a way of ending hunger.

Hunger Sounds is the first sound effects library created by empty stomachs, the first product developed by the Colombian Red Cross targeting musicians, producers, sound engineers and movie directors worldwide.; a helpful tool for them that became a direct donation to the Colombian Red Cross to help end hunger.

Execution

Creating the Hunger Sound Project

Stage 1:

We created an outdoor interactive activation where people were motivated to donate the sounds their stomachs made while they waited for their lunch or dinner, so we installed special recording booths in food courts, food truck parks, and restaurants all around the city.

Stage 2:

These sounds were edited and classified into 5 categories and uploaded to HungerSounds.com, giving access to over 400 samples.

Stage 3:

A B2B campaign with a focused media strategy that targeted Sound Studios, Producers, Musicians and Film Makers around the world, encouraging them to participate and also become influencers by co-creating and generating content for the project.

The campaign includes email marketing, web content, celebrity support, guerrilla activations, PR articles and publications in specialized print media. Every purchase of the library became a direct donation to the Colombian Red Cross, giving them full access to the entire library.

Outcome

Hunger Sounds started a conversation that spread in the music and sound industry world, earning PR through celebrities and famous musicians.

The project received world support from over 100 artists including musicians, world renown DJs, producers, audio engineers, film makers and Grammy award winners from across the world, not only from buying the library but by becoming co-creators and influencers of the project. Creating original content, music pieces and even using it in movies.

Library has been sold in more than 30 countries and the project have got great exposure at social media, specialized publications, web pages, blogs, social media and traditional media channels directed at are target.

Thousands of dollars have been raised for the Colombian Red Cross through direct sales of the Hunger Sounds library.

Similar Campaigns

12 items

2 Dubai Lynx Awards
Dirty Laundry - No Shame No Blame

LEO BURNETT, Beirut

Dirty Laundry - No Shame No Blame

2023, ABAAD RESOURCE CENTER FOR GENDER EQUALITY

(opens in a new tab)