Philips has launched ‘Obsessed with Sound’, a new interactive audiovisual online experience. The campaign, which promotes the quality of the Philips audio range and embraces 11 markets, was created  by Tribal DDB Amsterdam.

A special interactive website was developed to present the audience every detail about the Grammy Award-winning Dutch Metropole orchestra as they perform a specifically composed orchestral piece.  Throughout the performance, users can click on the image of any of the 51 musicians to hear every detail of their musical contribution as well as get to know the information about him or her—from their musical preferences to the precise number of music notes they play in the piece. Each musician also has a personal playlist with links to their personal blogs and twitter feeds.

Pol Hoenderboom, copywriter for Tribal DDB Amsterdam: “The musicians we worked with were amazing. One violinist even devoted 2.5 years of his life building his own violin. It’s worth checking out all the different stories.”

Aimed to promote Philips’ audio products in the UK, the USA, BeNeLux, Germany, France, Russia, Brazil, Argentina and India, the campaign features an idea ‘to hear every detail’. The website music video directed by Rob Chiu (The Ronin), accompanied by the Interactive Orchestra.

Chris Baylis, Executive Creative Director of Tribal DDB Amsterdam, says: “In music, every single detail matters. It’s about the 2nd violinist, the triangle player, the double bassist, and the producer, all the ‘unheard heroes’. It’s the collaboration that brings brilliance to a piece of music. The challenge of the campaign was to have visitors experience every detail of the audio piece, to highlight each and every nuance of sound.”

There is a Facebook page through which users can access the website, watch trailers behind-the-scenes footage and product information about the Philips sound range. A contest for musicians and bands is another highlight of the campaign. Till the end of October hey can upload their tracks they want to record with Metropole orchestra and get a chance to do it.

The jury, consisting of Steve Lillywhite (Obsessed with sound ambassador and ex-producer of the Talking heads), Benjamin Herman (front man of the New Cool Collective) and the Metropole Orchestra will then select the most promising entrant. The winning track will be arranged by the composer of the Metropole Orchestra to be played by the 51 musicians and recorded with an accompanying music video.

Earlier this year, Philips ran the 2011 Lightning World Tour, an international competition for lightning designers.