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Category
Consumer - Immersive / Exhibitions
Annual ID
RE16015M
About the Work
James Boag wanted to harness Tasmania’s beautiful landscape to elevate its premium positioning ‘from the rugged wilds of Tasmania to a refined beer’, and create a cut-through moment highlighting its sponsorship of the ever-cluttered, iconic Australian society event, the Melbourne Cup Carnival (MCC). To bring to life the ‘rugged to refined’ story, we played on the partnership of beer and music, and commissioned BAFTA award-winning composer Nick Ryan to produce a custom-built, world-first musical instrument, ‘The Meteorphonium’. The instrument transformed weather and environmental data into a refined musical symphony in real time. The Meteorphonium comprised: • Connecting weather station • 8 ‘Meteorphones’ reactive to luminosity shifts • 2 custom-built curved analog synthesisers • 9 hand-made bronze singing bowls
• Tasmanian Oak ring All interacted with the environment to produce an evolving piece of music, realising the journey from Tasmania’s rugged data inputs to a refined musical symphony. The Meteorphonium launched to a VIP group of media/social influencers in Tasmania
2016 Awards
Total Points: 5
Merit
Credits
Digital Agency
The White Agency / Sydney
PR / Marketing Agency
One Green Bean / Sydney
Production Company
Infinity2 / Sydney
Nick Ryan Music / Sydney
Creative Director
Pia Chaudhuri
Nick Ryan
Sound Designer
Daniel Jones
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