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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
UP FRO NT SOUND +MUSI C MTV Human Trafficking ‘Different Lives’ (Colman Rasic Carrasco, Sydney) Virgin Atlantic ‘Premium Economy’ website (NetX) Virgin Atlantic ‘Upper Class’ website (NetX) Macquarie Bank ‘Platinum Visa’ website (BMF) SOUND RESERVOIR HAS Sound Reservoir principals Matt Hayward and Barry Stewart are becoming Cannes regulars and this year it was Hayward’s turn to make the long trip to represent the Sound Reservoir team at the Cannes International Advertising Festival. A chance to consort with the global advertising community in all matters creative and technological. 74 CAMP AI GN B RIEF IN SP ITE OF THE CONTINUIN G CRAFT category omission and more specifically an award recogn ising the use of Soun d in Adv erti sing (other than in the new radi o c ate- gory), it was the fourth year Sound Re servoir atte nded the C ann es International Advertising Fe stival, and they still found it crucial in gauging new advertising trends and direction. Hayward says the 2008 k eynote speeches had l ittle relevance to the pos t pro du ctio n in du st ry, b ut rather nodded to a new world order in a dvertising where th e buzzword was ‘integration’. “New me diums were i ntroduced and examples of these were evident in t he regula r Canne s up dates,” says Hayward. “Results were made readily avail- abl e on websites, b lo gs an d Youtube , whi ch i n tu rn we re all accessible by us er’s mobil es, Ipods and PCs (these tools be ing further used as music libraries, DVD play- ers, word processors and HDTV!)” This accessible amalgamation was the strong message in 20 08, says Hayward, and differed greatly from Al Gore’s 2007 ‘Green Advertising’ surprise, which is still waiting on a Federal Government ‘green paper’. Sa ys Hayward: “One el ement remained cl ear though: advertis - ing’s sound design and music com- posit io n is ch ang ing ra dic al ly . Sound Reservoir, now in its 1 0th year, has embraced the se chan ges enthusiastically and c ontinues t o face new media with optimism. “In an industry once curtailed by television standards, the expansion of the digital platform means more freedom and creativity in web site, audio production, MMS and virals. New media has released engineers from these limitations (in particular the 12 frames silent t op an d tai l rule, and f re e TV’ s OP 48) an d opened up artistic sound design to a whole new level.” It is undeni able tha t in 200 8 Advertisin g has e mb rac ed th e ‘interactive’ world, sa ys Hayward: “Gone are the ‘music a nd V /O pack-shot’ commercials, r eplaced now by soundscap es for TV t hat are quite stunning 30 second short films within themselves. “Or for action-packed webisodes, sound design has become part of a who le new level . Rece nt So und Reservoir websites include sound- sca pes for Mac quar ie Ba nk ‘Platinum Visa Card’ an d Virgin Atl an ti c’ s ‘Up per C la ss’ an d ‘Premium Economy’ sites. “In summary, agencies are taking more ri sks with non-tra di tional communication channels, a nd a re therefore more likely to t ake risks in audio too. At this t ime there have never been so many mediums at the audience’s disposal, and so many different ways of c ommuni- cat ing the advertising message,” says Hayward. “Lowe Rivet’s two Gold Lions for MTV’s ‘Welcome Snoop’ cam- pa ig n exemp lifie d t his, ” says Hayward. “The camp aign shows precisely h ow multifarious medi- ums can work so well in the adver- tising industry, and how power ful assimila tin g med iums a tt ract JU L Y /AUGU ST 2 0 08
May June 2008