AWARDED
D&AD 2024 – View showcase
ABOUT THE WORK
A recent study showed 73% of people wear headphones to avoid social interaction. So, we used the same headphones to create a social movement: The Social Sound. Amapiano star Daliwonga invited the public to a live concert, which could only be discovered by listening to the music. We turned headphones into a sonic GPS, creating a sound navigation system with 360 degree audio. The closer to the secret location, the louder and fuller the music. We increased nationwide social conversation 5805% and Schweppes fulfilled their brand promise to remind Cape Townians to live as they were born: social.
IDIDTHAT MEMBER CREDITS
Advertising Agency: Grey Group South Africa
Design Agency: (No Member Credits)
Production Company: (No Member Credits)
*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.
