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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September 2010
standard of creativity has flowed through to all levels of TVC’s, giving us the chance to deliver serious sound design for big brands like ANZ, BT, Bankwest, Telstra, GIO and Vodafone. It’s great to see clients backing good creative again.” Stewart says 2010 has seen the advent of more dedicated HD TV channels: “We are surprised there has not been a faster uptake of surround sound mixing for TVC’s and programs. This year also saw the first 3D TVC go to air, yet surprisingly we are still mixing in stereo. Given the exciting creative opportunities that this technology offers, we won- der why it has not been embraced faster, especially in the knowledge it’s costs are comparable to normal stereo mixing. This technology has been around for over a decade and is readily available to consumers. We hope more clients will see the value in this production technique soon. Let’s just say we are looking forward to the decommissioning of analogue TV.” Says general manager Jodie Vignes: “After the predicted doom of the GFC, we have seen steady growth in advertising revenue over the last eighteen months, and hope this trend continues. Here’s to another great year.” Sound Reservoir is in its 12th year of operation, servicing local and international advertising clients. www.soundreservoir.com.au SOUND+MUSIC 60 CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2010 Sound Reservoir goes backtobasics OVER THE LAST YEAR Sound Reservoir has reinvested in a total upgrade of all four of their studios. Including new Digidesign C24 automated mixing consoles and Dolby E Surround Sound encoding and decoding processors. On the agency and client side of the fence, they saw a marked swing towards even greater scripts and well thought out campaigns, in all broadcast media, but most especial- ly in Radio and TV. The upshot being, according to Sound Reservoir principal Barry Stewart, they had their most award- ed and creatively exciting year ever. This resulted in a string of both craft and creative gongs, most notably Leo Burnett Sydney’s and Meerkats Perth’s Cannes 2010 suc- cess, as well as winning the Siren 2010 Craft Award and Rounds 1, 2 and 3 for that category as well. Says Stewart: “2009–10 also saw There is no mistaking that the the GFC of 2008 changed the landscape of our industry forever. At Sound Reservoir they took a good hard look at themselves and decided to focus solely on what they do best - sound design and audio post production. us work on many interesting pro- jects that crossed the media lines. Leo Burnett Sydney’s Gold Lion winning WWF/Ben Lee ‘Divine Mother of the Universe’ or ‘Monkey’ collaboration, offered us a great opportunity to be involved with a worthy cause while allowing us to showcase our sound design. Adds senior sound designer Paul Taylor: “Leo Burnett’s Bundaberg radio and Meerkats Perth’s HBF radio saw success at Cannes too. HBF also took out the Overall Craft Category at the 2010 Siren awards. This campaign exempli- fied the shift we saw towards well-written, highly crafted radio with a greater emphasis on pro- duction values.” Host Sydney’s Air New Zealand ‘The Big New Zealand Shout’ Radio, was another campaign which saw a shift back to, not only high produc- tion values, but also to more of a natural performance based style. “Finally, reality based sound design and production is back!” says Stewart. “We are excited by our clients’ demands and interests in broader and more varied voice cast- ing, giving us the opportunity to cast a wider net and find the perfect actor. “From our point of view, this high Stewart: “Leo Burnett Sydney’s Gold Lion winning WWF/Ben Lee ‘Monkey’ collaboration offered us a great opportunity to be involved with a worthy cause while allowing us to showcase our sound design” A great idea needs great sound. Let Steve, Polly, Tristan and the team at Bang!Bang! Studios dial up the potential of your concept. To view some of our recent work, visit bangbangstudios.com.au or call us on 03 9686 6496. Or look for us in the award annuals.
May June 2010