Cannes Lions

You Can't Unring a Bell

BBDO NEW YORK, New York / GE-DAKO / 2017

Presentation Image
Film

Overview

Entries

Credits

Overview

Description

Yangon, Myanmar is home to some of the loudest bells in the world – their peals can be heard across the whole city. GE engineers set up their experiment at one of the largest bells, housed in a local temple. They recorded the sound of the bell, then created an “inverse phase” signal which they played through a set of speakers. The inverse phase cancelled out the bell sound resulting in a “quite zone”. To prove that there was no sound in this zone, they placed a sleeping baby in it. While the sound was deafeningly loud to everyone else, the baby barely stirred at all. For the baby, the bell was “unrung”.

Execution

The film was released on January 17, 2017, on YouTube, Facebook and Twitter. In addition, the host of Myth Busters, Adam Savage, hosted the film on his Tested.com platform.

Outcome

Over 1 million views on the US GE YouTube page and over 2.5 million views on the US GE Facebook page.

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