The Drum Awards for Marketing - Entry Deadline

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Agency: The Wild
Client: Braun
Date: Dec 2020
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‘Sound, designed.’ is the first major piece of creative work by The Wild for Braun Audio and its new LE speakers range. The campaign's conceptual film features synaesthetic artist Jake-Andrew Nason, who creates a visual representation of musician Tokio Myers’ music, made possible through the immersive experience the new Braun Audio LE speakers deliver.

The first piece of audio equipment Braun have made in 30 years, it marks the formal relaunch of the Braun Audio brand globally. Originally designed in the 1950s by the revered designer Dieter Rams, the new Braun Audio range stays true to these design principles. The challenge to The Wild was to emphasise the LE speaker range’s timeless performance, design credentials and acoustic excellence to a new, modern audience.

To help Braun Audio launch its new LE range, The Wild introduced the power of Synaesthesia - the ability to visualise colour through sound - by working alongside musician Tokio Myers and artist Jake-Andew Nason. While listening to Tokio’s new track through the new LE speakers, Jake was able to interpret the music into art through his Synaesthesia - bringing the world of sound and design together to represent the immersive experience of the new LE range. Online audiences will be able to experience the hero film with 8D audio by wearing headphones.

Credits

Creative: Elin Klockare Jarlstrom, The Wild

Head of Social Media Management: Jade Beard, The Wild

Directors: Silent Tapes

Head of Strategy: Tom McGirr, The Wild

Head of Production: Oliver Warley, The Wild

Producer: Izzy Graham

Leading the marketing at Braun Audio: Hubert Eiter