Leo Burnett Singapore
Mon, 09 Nov 2015 11:48:38 GMT
Slurpee BYO Cup Day, the day fans can bring in any item they want to use as a makeshift Slurpee cup, has always been about pushing people’s creativity.
To announce the event this year, Slurpee and Leo Burnett Melbourne set out to create cups out of the seemingly impossible: sound.
The process began with recording three radio ads for this year’s BYO Cup
Day, each with a voice-over and distinct soundscape in the background: a Viking
opera, a football stadium full of cheering fans, and the mating calls of two
Using a suite of digital 3D modeling tools, the soundwaves from the
radio ads were vectorised to create the shapes of the cups. The voice-over
determined the circumference of the cups’ rims, while the peaks and troughs of
the sound effects created each cup’s unique height and body shape, before all
the soundwaves were meshed together.
“Slurpee BYO Cup Day is now an event where fans are the creators and
they prove their ingenuity every year,” says Leo Burnett ECD Jason Williams.
“Sound Cup is just another way to stimulate their imaginations and inspire cup
Fans could download the 3D file and print a Sound Cup themselves, or win one on Slurpee’s Facebook page to drink, for the first time ever, out of cups made of sound for BYO Cup Day.view more - Creative
Brand Manager: Andrea Payne
Head of Brand & Communications: Jess Richmond
Media Agency: OMD Media
Production Company: The Promotions Factory
Sound Design: Colin Simkins at Gusto Music
Executive Creative Director: Jason Williams
Group Account Directors: Ari Sztal
Producer: Maria Borowski
Production Manager: Kaelene Morton
Senior Account Manager: Chloe Erftemeyer
Creatives: Edward Heckes, Daniel Sparkes