The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2016 One Show - Cross-Platform

Sounds of the City

Agency ROSAPARK / PARIS

Client Thalys
BACK TO RESULTS

Annual ID

CP16045M

About the Work

The Thalys network connects France, Belgium, Germany and Holland. Their destinations are relatively close to each other – close enough to not appear very exotic. Many Parisians, for example, can’t imagine why anyone would bother visiting Brussels. By using a new way to showcase the character of a city, sound, we hoped to break through this apathy. We captured the sound identities of Paris, Brussels and Amsterdam, and integrated them into outdoor installations. Each city was represented by over 1000 sounds. Each sound had a unique headphone jack. The sounds included overheard conversations, street musicians, language lessons, market sellers, church bells, scam artists routines, and hundreds more. We changed perceptions about nearby cities on the network. Thousands of people interacted with the installations. Visits to Thalys.com spiked by 20,000 impressions, a 58.5% increase on the average for that time of the year.