Three Brand Mnemonic
by Foster & Foster Music, for Three
Three UK was seeking a mnemonic that would be a key asset in its ‘Life Needs a Big Network’ brand platform. The brief called for a device that could establish familiarity and recognition, as well as consistency between consumer and business communications, across all audio-visual formats.
The network wanted to present itself as both a big and established player that understands its customers, and also highlight that it appreciates the myriad connections and human moments –both big and small – that people depend on it for.
The result was deceptively simple: three ascending chords using the familiar phone notification of a notification and outgoing message. Lasting just three seconds this combines both the technological and human elements called for in a distinct and ownable way.
It is also versatile, having already appeared in multiple executions across TV, radio, cinema, online and sponsorship ads.
Our judges said: “Distincly ‘phone world’ through clever use of sound design. The three notes, say ‘3’ so if you lined it up against competitors you’d be suprised if consumers wouldn’t guess and correctly attribute it to the brand. Simple and highly effective.”
The Sound of TikTok
by MassiveMusic, for TikTok
Nearly nine out of 10 (88%) of TikTok users cite sound as essential to their experience of the platform, which has become synonymous with a vast range of music and sounds.
TikTok worked with MassiveMusic to create a distinct and recognisable sound that could prime their users for entertainment and drive forward the distinctiveness of the brand. It set about creating a sound to represent the sense of creative democracy that it felt TikTok offered its users.
The sound needed to be highly recallable, highly liked by the TikTok community and unique. The result is an ascending open chord conceived to make listeners want to know what comes next.
MassiveMusic also created a sonic DNA for TikTok, a longer form track that has become a core piece of music for the brand, plus a series of sonic stickers that were available to TikTok users.
Totino’s Pizza Rolls Sonic Identity
by Made Music Studio, for General Mills
General Mills identified the creation of distinctive audio assets as crucial to futureproofing its brand portfolio, as consumers increasingly shift to audio-first channels. After working with Made Music studio for projects with Nature Valley and Yoplait it returned to the agency for Totino’s Pizza Rolls.
Totino’s already had the highest social media engagement levels within the General Mills portfolio, so required a sonic identity that was flexible and fun to appeal to ‘screenagers’ of all ages.
The result was ‘Area 425,’ a sonic world filled with subliminal memes and audio easter eggs that fits the boldness and absurdity of the Totino’s brand. The brand theme is built of a system of interconnected elements, based around the scale tones 4-2-5, reflecting that 425 degrees fahrenheit (218c) is the ideal temperature for cooking pizza.
The identity can be heard across a variety of brand touchpoints, including social media and broadcast ads.
NBA on ESPN Signature Brand Theme
by Made Music Studio, for ESPN
NBA on ESPN wanted an exciting new look, feel and sound to capture the place that basketball holds in modern US culture.
The sonic identity had to capture the swagger of the game’s superstar players, the fashion and the energy of the sport’s young and diverse fan base. It also needed to supercharge the excitement of every broadcast, from pre-season playoffs to support programming.
Made Music Studio turned to basketball fans and culture for inspiration, taking in contemporary hiphop influences while homage to musical echoes from the NBA’s past.
An iconic hook and hiphop textures are designed to span the network’s NBA properties. They have already made an impact, inspiring fan-created raps on social media and on-air remix from DJ Mustard and Ty Dolla $ign.
Sonic Identities
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