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Category
Consumer - Experiential Advertising / Installations
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.
2016 Awards
Total Points: 5
Merit
Credits
Agency
ROSAPARK / Paris
Production Company
Birth / Paris
Schmooze / Paris
Art Director
Olivier Lafaysse
Chief Creative Officer
Jean-Francois Sacco
Gilles Fichteberg
Creative Director
Mark Forgan
Jamie Standen
Director
Vincent Rodella
Producer
Hugo Legrand
Sound Designer
Matthieu Sibony
Writer
Lucile Briotet
Music / Sound
Sylvain Rety
Nicolas Majumder
Raphael Ayache
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