Philips Demonstrates «The Sound of Creation»

Philips has unveiled a new digital project focused on the theme of product creation processes, to support the winning and best-selling Fidelio audio range. The tech company has teamed up with Tribal DDB Amsterdam, songwriter and producer Washed Out and Gustav Johansson, Cannes Young Directors winner from Stinkdigital, London, to create an impressive audio-visual online campaign dubbed The Sound of Creation to explain the stages of creation of a truly hilarious product to users.

Photo: Snapshots from Philips’ «The Sound of Creation» video

The new interactive, audio-visual online experience, which was launched at on September 3, offers an insight into how game-changing things are created. Philips reveals nine major elements behind a great product—they are Inspiration, Idea, Improvise, Experiment, Improve, Test, Compete, Perfect and Share—and explains each of them with an example of a story behind making of Fidelio. “The floating tweeter on our first SoundSphere prototype was a bent spoon from the canteen, glued onto an adjusted speaker with a piece of bubblegum,” says the brand in the Improvise chapter. Each of the nine frames goes with related images and video to explain the idea, and also has a featured product from the range, which works as an example.

The new interactive initiative follows the Philips’ Cannes Lions Award-winning ‘Hear Every Detail’ campaign and offers audience to explore “the narrative of acoustic design and craftsmanship” behind Philips’ Fidelio range in a new, engaging and impressive way. In fact, the nine stages of the creative process, unveiled on the dedicated website, are general and can be found both in developing a new tech product and in composing a new song or making new apparel.

“We wanted to offer audiophiles a unique way to engage with Fidelio products while tapping into their passion for sound and highlighting the premium design quality through detailed imagery. Washed Out’s experimental style and creative use of sound loops meant he was a perfect choice for this unique project,” commented Kelly McConville, Digital Marcom Manager at Philips.