Cannes Lions

The sound of le Brassus

FRED & FARID PARIS, Paris / AUDEMARS PIGUET / 2017

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Overview

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Credits

Overview

Description

To pay tribute the the extremely refined chime of the Royal Oak Supersonnerie, we partnered with artist Surkin to create four soundtracks made of sounds from Le Brassus, the home of Audemars Piguet. Recording sounds at the manufacture, the forest and the watch itself, the artist left with about hundreds of sounds and created four tracks depicting the passing of time in Le Brassus. 

Each track starts with the chiming of the Supersonnerie and represents a particular moment of the day, revealed in real time on social networks. We used data visualisation technology to illustrate the tracks, with a nod to the shape of the mountainous environment of Audemars Piguet. Inserts with information on the origin of the sounds provided an extra layer for the viewers to better understand the inspiration behind the tracks. 

Execution

With 3 patents owned, the brand has applied the findings of this study to the Royal Oak

The 1st concept timepiece significantly enhances the acoustic quality of horological

chiming technology and that achieves an unprecedented volume of sound transmission in a water resistant case.

The brand presents an outstanding new wristwatch: a minute repeater (combined with a

chronograph and a tourbillon) of superior acoustic intensity with a supremely clear, sustained tone.

Outcome

- VIDEO & STILL PICTURE TEASERS ON SOCIAL MEDIA

- 4 TRACKS WITH DATA VISUALISATION

- MAKING OF

- NOWNESS EDIT

More than 1 million indivuduals reached. Shared by numerous artists such as Brodinski, Woodkid and DJ Vlader.

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