Elements, a mall in Hong Kong, launched an integrated advertising campaign in 2008, “Flirting With Sound”, leading to awards at the Kam Fans 2008 (Grand, Interactive and Direct) and Adfest 2009 (Innova and Direct Lotuses). The Flirt With Sound campaign introduced visitors to the mall and its web site to the many art forms associated with sound.
The Flirting With Sound campaign ran from July through to August 2008, hosting interactive performances from groups such as Messa di Voce. One of the projects was converting Beethoven’s 5th Symphony into visible soundwaves that could be used as the inspiration for silver pendants, chocolates, tee shirts, and designer home decor. A sound lab in the mall provided opportunities for shoppers to transform sounds into their own products, using pitch-paint mode, insect mode and bounce mode. A micro site was used to provide interactive gaming and downloadable personal soundwaves.
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The mall was designed by world-renowned Benoy, subtly themed after the five Chinese elements: metal (luxury), wood (health and well being), earth (fashion), fire (entertainment), and water (food and beverage).
The Elements Flirting with Sound campaign was developed at McCann Hong Kong.