Direct > Direct Marketing: Craft
SOUNDLAB BOX
F/NAZCA SAATCHI & SAATCHI, Sao Paulo / LEICA / 2015
Awards:
Overview
Credits
Overview
Audience
The target consisted of clients and potential clients as well.
From Leica’s standpoint, the campaign was a way to mark the 100th anniversary of their first camera. For the target, it was a way to experience what is it like to be a great photographer and also to have in their collections a rare, special gift from such an iconic brand as Leica.
ClientBriefOrObjective
To celebrate 100 years of the first Leica camera and the opening of Leica Gallery São Paulo, we created Soundlab. A project that recreated the sounds of some of the most important pictures ever taken with a Leica. Six iconic photographs were chosen. After extensive historical research, their sounds were re-imagined and recorded in 3D Binaural technology, to create the sensation of 360 degrees sound. People could have the 360 degrees experience in a container at Leica Gallery in São Paulo. After being featured at Leica Gallery São Paulo, the tracks developed by Soundlab were released as a vinyl record collection. Boxed-sets containing the records, posters and a book were sent to clients, potential clients and to the press as a gift, to celebrate the centennial of the first Leica Camera.
Execution
Leica’s first camera was an important step to enable photographers to get out of the studio and mingle with their subjects. The idea is relevant because it does exactly that, 100 years after: make people feel as if they were in these photographer’s shoes when they made some of their most iconic pictures. First, an online film served as a teaser to the gallery’s opening. Then, the 3D sound experience was released to the public in a container that could be visited inside Leica Gallery SP during the gallery’s opening week. Finally, the tracks were released in a vinyl record collection and sent as gifts to key people on the client’s mailing list.
Outcome
In Brazil, Leica is a luxury brand. Some cameras cost more than a popular car. Therefore, the campaign’s intention was never to generate massive response or massive sales increase. Its purpose was to make Leica fans fall in love even harder with a brand they already loved. Leica wanted to mark the occasion and give its clients something they would consider a collectible item from the brand. 100 boxed-sets were sent gifts. Although we never asked for any response, people who got one showed how happy they were through phone calls and emails to Leica’s headquarters in Brazil. The boxed-sets became a collector’s item for the people who got it and an object of desire for people who didn’t.
Synopsis
2014 marked the 100 years of the first Leica Camera. The brief asked us to have something to reach a wider audience (which ended up being a film and a live stunt at Leica Gallery São Paulo) but also something personal, like a gift that could be sent to key people on Leica’s mailing list.
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