If touching wood is first of all a (sonic) experience, then a brand
Here at Lorelei we’ve been talking a lot about synesthetic association and cross-modal perception, recently. So when I bumped into the new campaign for DOCOMO, the Japanese leading provide of mobile services, and created by Dril Inc. well…i loved it!
We have 4 elements here: the payoff “touching wood” – the music produced by a wooden instrument – the setting in a forest – and the product…a mobile phone made (partly) in wood. All of them have been treated in order to be so intertwined, and at the same time they represent an individual experience – a very well done one. You perceive the multisensory connections only later, ’cause appartently you are watching a very very cool video, nothing more…
The result is, you can hear the wood through the pre-existing music that has been chosen (no tailored sound branding here) and the forest soundscape. And you can feel the touch of the product through the sound. You can almost smell the forest through the soundscape.
So here you have a complete multisensory experience conveyed by a multimedia product: the forest, the music, the wood/ the smell, the sound, the touch. All this elements brings your perception towards the product, and the brand.
This is a really subtle and very very well done, exciting, amazing campaign. great job. great concept, and amazing realization.
And if you want to know more..take a look at the post by Tim Wood from Truly Deeply!
If touching wood is first of all a (sonic) experience, then a brand
Here at Lorelei we’ve been talking a lot about synesthetic association and cross-modal perception, recently. So when I bumped into the new campaign for DOCOMO, the Japanese leading provide of mobile services, and created by Dril Inc. well…i loved it!
We have 4 elements here: the payoff “touching wood” – the music produced by a wooden instrument – the setting in a forest – and the product…a mobile phone made (partly) in wood. All of them have been treated in order to be so intertwined, and at the same time they represent an individual experience – a very well done one. You perceive the multisensory connections only later, ’cause appartently you are watching a very very cool video, nothing more…
The result is, you can hear the wood through the pre-existing music that has been chosen (no tailored sound branding here) and the forest soundscape. And you can feel the touch of the product through the sound. You can almost smell the forest through the soundscape.
So here you have a complete multisensory experience conveyed by a multimedia product: the forest, the music, the wood/ the smell, the sound, the touch. All this elements brings your perception towards the product, and the brand.
This is a really subtle and very very well done, exciting, amazing campaign. great job. great concept, and amazing realization.
And if you want to know more..take a look at the post by Tim Wood from Truly Deeply!