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Posts Tagged ‘Jan Willem Penterman’

Your Ticket to Space Relies on Predicting When KLM’s Balloon Will Pop

KLM Royal Dutch Airlines, which famously flies from The Netherlands to the Nether Lands™, is giving regular schmucks like you and me a chance to float around in outer space for a while. What this has to do with flying to different locations on Earth is unclear, but KLM along with agencies RAPP and Tribal DDB Amsterdam probably figured, “Hey, Axe is giving away a trip to outer space. We should do that too.” And do that too they are.

Of course, a campaign doesn’t begin and end with just giving away tickets to space. As every advertising veteran knows, the difficult part is determining  who actually gets the tickets. Ever the pragmatists, KLM have decided that this makes the most logical sense: They are launching a balloon with space tickets inside of it from Area 51 on April 22, with viewers of a live stream predicting at what altitude the balloon will pop. Should you guess correctly, you get the space tickets.

Should advertising ever be lauded for any one attribute, it should be its practicality. Credits after the jump.

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Tribal DDB, Philips Are ‘Obsessed with Sound’

From Tribal DDB Amsterdam and Philips comes the “Obsessed with Sound” campaign, an interactive online experience starring the Grammy-winning Metropole Orchestra. As we’ve seen recently, it can be difficult for an electronics company to demonstrate how they “get” a purer audio experience better than anyone else, with JBL choosing to get endorsements from a wide array of musicians who use its equipment. For Phillips’ line of audio products, Tribal DDB opted to utilize a single musical entity, an entire orchestra, separate it by instrument type, and then break it up by individual musicians.

By following the “Hear Every Detail” tab on Philips’ Facebook page, users are guided to a new window. A camera pans around on the orchestra, and with the click of the button, a user is able to separate one instrument out from the rest of the orchestra and read a short biography of the musician behind the instrument.

As Tribal DDB ECD Chris Baylis explains in a statement, “In music, every single detail matters. It’s about the 2nd violinist, the triangle player, the double bassist, and the producer, all the ‘unheard heroes’. It’s the collaboration that brings brilliance to a piece of music. The challenge of the campaign was to have visitors experience every detail of the audio piece, to highlight each and every nuance of sound.” When we fired up the experience, we were floored by how intricate and astounding the campaign is. It’s work like this that gives often overused (and at times meaningless) words like “interactive” and “digital” depth, and the kind of innovative thinking you’d wish a branded “digital agency” produced all of the time. A standing ovation to Philips, Tribal DDB and, of course, the great talents of the Metropole Orchestra. Credits after the jump.

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