THE SOCIAL SOUND
THE SOCIAL SOUND
The experience guided people from wherever they were in the city towards the secret venue. Participating artist Daliwonga’s songs were deconstructed to be able to compose an audio track that responded in real time to the user’s current location. Based on geolocation, the music hinted at the direction of the venue by panning from left to right, swelling or fading out the music to mimic front or back directions, and giving indications on the general distance by muffling or clearing up the music and symbolic crowd roars. Listen to the demo below.
While 73% of people wear headphones to avoid social interaction, Schweppes brought people together by transforming headphones into an auditive compass to find a secret and exclusive music concert.
Brand
Schweppes
Agency
FamousGrey
5805%
increase in social conversation (Source: Google Trends, Brandwatch)
10,500%
more mentions than Schweppes’ biggest competitor (Source: Google Trends, Brandwatch)
6 DAYS
straight of #Schweppes and #BornSocial trending
Awards
Clio 2025 | Gold in Innovative Use of Music
Clio 2025 | Gold in Immersive/New Realities
Cannes Lions 2024 | Shortlist in Media, Use Of Audio Platforms
Creative Belgium Awards 2024 | Gold in Audio, Audio
Creative Belgium Awards 2024 | Silver in Digital, Creative Use of Technology
Creative Belgium Awards 2024 | Bronze in Digital Craft, Technology
Creative Belgium Awards 2024 | Bronze in Audio Craft, Use of Music
Creative Belgium Awards 2024 | Shortlist in Direct, Experimental
Creative Belgium Awards 2024 | Shortlist in Digital, Interactive Apps
Creative Belgium Awards 2024 | Shortlist in Digital Craft, Form
D&AD 2024 | Shortlist in Entertainment - Use of MR
The Caples Awards 2024 | Bronze in Audio
AMP Awards 2024 | Winner, Best Use of Sound in Emerging Media/Experiential Events
AMP Awards 2024 | Winner, Most Innovative Process & Execution