Monday, May 16, 2011

Dentsu Studio and Canon’s PIXMA ad

Sorry If you noticed a slow service recently - the Blogger platform which I publish my blog on was down for several days - very frustrating...still I have something very beautiful to look at to make up...

As I have a background in sound it’s not that surprising that I really love the idea of creating something visual as a direct result of speaker vibrations.  I have seen experiments before where someone has put powder on a membrane over a speaker and filmed the patterns made - but this piece of creative takes it to another level. 

Canon Pixma Sound Sculptures from Dentsu London on Vimeo.

Canon Pixma: Bringing colour to life from Dentsu London on Vimeo.

The creative studio dentsu, teamed up with bio chemist and photographer Linden Gledhill to create this series of paint sculptures for the launch of Canon’s PIXMA range of colour printers.

The colour sculptures were created by stretching a latex membrane over a speaker, which caused drops of paint to erupt for a fraction of a second when a single sharp note was played. Experimenting with different instruments, frequencies and volumes affected the formations in different ways, which we captured in stills and film shot at thousands of frames per second.

The campaign ran across Europe.  They also made a series of stills to live as a series on Flickr and short films (or long photos) for Vimeo, Flickr and YouTube. You can see more here

Since launch in September 2010, the online assets have earned 2.5 million media impressions and the films have been played 1.2 million times on Vimeo and YouTube.
Within the first month, Pixma trade sales were 35% above target, and market share has risen by 20% - I like the kind of stats that show how creativity has improved business for a brand.  I would love to see someone do something like this for TV branding.....

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