Client Sony Walkman
Sony has created the first ever ‘monophonic’1 ad to mark the launch of the latest generation of Walkman digital media players.
Entitled ‘Music Pieces’, the innovative commercial has been created by Fallon’s award-winning team which have been behind the Bravia ad trilogy.
Creative Director at Fallon, Juan Cabral, worked with the creative team of Samuel Akesson and Tomas Mankovsky to create this unique project.
‘Music Pieces’ brings a musical experience ‘like.no.other’ to television screens, by taking an original piece of music composed by Hollywood music director Peter Raeburn and deconstructing it to give 128 musicians just one note each to play in order to reconstruct the melody.
The production gathered the musicians, playing everything from electric guitars and Kalimbas to mini toy grand pianos, in an iconic music venue – London’s Alexandra Palace – under the direction of top music video director, Nick Gordon.
The musicians were then arranged by instrument group to form an ‘acoustic grid’ which created spectacular waves of sound and movement when each note was played in sequence.
‘Music Pieces’ forms the basis of a 360-degree integrated marketing campaign including TV, print, online, in-store and PR.
In addition to the above-the-line activity and grassroots marketing, Sony will also establish partnerships with key media partners from radio stations to cable TV channels.
General Manager for Audio Marketing Communications at Sony Europe, Hugo Feiler, said, “Not only were we doing something that hadn’t been done before musically, but it also needed to provide a unique audio and visual experience.
“Sony always tries to push the boundaries, and this advert perfectly illustrates that. The combination of many people’s talent and passion has produced an organic experience that we are sure will capture consumers’ creative imaginations.”