Cannes Lions

INFINITI Audio Branding – Japanese Power & Serenity

NISSAN MOTOR COMPANY, Kanagawa / INFINITI MOTOR COMPANY / 2024

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Overview

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Credits

Overview

Background

Situation:

In 2023 INFINITI developed a new brand identity to accompany the launch of QX60 vehicle. This identity included a refreshed brand logo and logotype. But INFINITI wanted to go one step further and introduce a unique sonic identity reflecting the refreshed brand identity.

Brief:

Create a recognizable sound logo that embodies INFINITI´s foundation Power & Serenity, the brand values Human, Daring and Forward. The new audio visual logo should be deployable across all relevant customer touch points – to be followed by a holistic sonic branding for a range of touchpoints across the whole customer journey – from events (motor shows), dealerships (background music) and in-car (welcome and good-bye sequence).

Objectives:

To achieve a truly multi-sensory user experience.

A sound that emotionally connects the customers to the brand.

Enhance the overall perception of the brand’s visual elements.

Idea

Our goal: A sound, that embodies INFINITIs fusion of power and serenity, deeply rooted in their brand strategy. We brought this fusion to life by using two instruments:

The Japanese Nagado-Daiko – one of the largest drums in the world – which embodies human performance and power. The Japanese wind-chime Furin, an instrument solely played by the wind creates a delicate sound, representing serenity.


Human-experience is at the center of everything at INFINITI.
 So naturally, the signature sound is centered around the human voice. A soothing, humming female vocal, speaks to the Japanese philosophy; that power is not about loudness but a sense of inner confidence.

We created a musical hook leveraging inspiration from the Japanese concept of Ma, where the pause between the notes is as important as the notes themselves. The delicate balance of Nagado-Daiko, Furin and the singing voice brings our signature sound to life.

Execution

The project went 360° covering the entire customer journey from the dealership to the in-car experience, including:

- sonic logo

- brand music masterpiece

- 8-h soundscape for the dealerships

- event-kit for motor shows (including Soundscapes, Countdown, Going-on-stage, Gong)

- in-car UI-sounds

- electric vehicle engine sound

- telephone on-hold music

- social media soundtracks

Branding assets show their value over time. The brand sound has only been launched in June 2023. The implementation is just beginning.

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