The shapes of iconic buildings such as Big Ben and St Paul’s Cathedral have been turned into soundwaves to create a track replicating London’s famous skyline as part of the ‘Soundcloud without Borders’ campaign, designed to promote borderless internet access solution Fogg.
Conceived and built by international creative agency Perfect Fools, the campaign aims to capture the city in sound for visitors to the capital this summer.
“We wanted to give a sense of London before travellers even stepped onto UK soil so we created an architectural piece of music that literally looks like the capital. We think we have faithfully replicated London’s iconic skyline,” commented Louise Sallander, marketing and PR manager at Fogg.
Composed by electro-house producer Prova, the up-tempo track was created using synthesizers and computers using a persistent off-beat bass to mirror the rises and falls of the city skyline. Well-known London buildings – Tower Bridge, St Paul’s Cathedral, the Houses of Parliament, Big Ben and the Gerkin to name a few – are all replicated in the track.
The tracks ‘highest’ point audibly represents the city’s tallest building The Shard with St Paul’s Cathedral represented by gradual increases in tempo and volume to remind the listener of its rounded shape.
Perfect Fools art director of the campaign, Karl Nord, added: “Merging the two disciplines of music and architecture was very challenging because sound waves are all about forward momentum, while buildings start, stop and sometimes double back on themselves. We wanted to create both a piece of audio art, and a catchy tune that listeners will remember and share.”
The track is available to download with listeners offered the opportunity to register to receive a free Fogg roaming SIM card. The campaign is supported by online and print advertising.