Book of Sound
Capitao Musical
Issue 28 | September 2013
Agency
DM9Rio
Creative Team
Executive Creative Director: Alvaro Rodrigues Creative Director: Diogo Mello Copywriters: Fernando De Clemente, Leonardo Konjedic Art Directors: Marcos Gemal, Natasha Romariz Maasri, Ana Cecilia Novis Thiago Konno
Production Team
Illustrator: Helton Nunes Do Nascimento
Date
April 2013
Background
DM9Rio was asked to create a piece of communication for sound production company Capitão Musical to be sent to creative directors in ad agencies.
Since Capitão Musical was relatively unknown, the idea needed to differentiate the company and cut through the clutter of other show reels by showing Capitão Musical as an innovator.
Idea
Because Capitão Musical was fascinated by sounds, the idea was to create sounds in a fascinating way.
A book was created with totally blank pages except for instructions down in the footnotes at the bottom of each page. These showed readers how to make sound effects using nothing but the paper, their fingers and their imaginations.
Drag your fingers down the page to create the creaking sound of a door opening. Rub them on the page to create the sound of a bed shaking as its occupants make passionate love. And so on.
Results
Creative directors are inundated with showreels. This broke through the clutter simply by being different.
Capitão Musical was able to position itself as being innovative and interesting and achieved an immediate increase in requests for estimates of 30%, leading to more work for the studio from existing clients and new commissions from new clients.
Our Thoughts
Play is often seen as being important to the successful development of children, who, upon reaching adulthood immediately need to become more serious.
I believe you can still take pleasure in things that are novel and engaging well into your later years. And I should know, having qualified for a Senior Citizen’s rail- card! In fact, many successful campaigns have worked only because they appealed to the inherent childishness of people.
This mailing went out to one of the toughest, most cynical audiences on the planet – you! The subscribers to Directory. Creative Directors. And my bet is that if you had been on the receiving end of this book you would have played with it too to make the squeaky noises they suggest plus a few of your own.
Nine out of ten creative teams would have started with Capitão Musical’s output and sent CD’s and MPEG’s of sounds. The clever chaps at DM9 started with input. With sound itself. Bravo!