Electrolux Japan and TBWA\Hakuhodo are continuing their quest to demonstrate the silent power of their new vacuum cleaner. Their latest piece of content, ‘43dB Symphony’, has been created to demonstrate just how quiet the 43 decibel 'ergothree' vacuum cleaner is. The film is a follow-up to "Play! The quietest suction power", which featured three dancers using the ergothree to make music in an art gallery.
The idea was to create the quietest orchestra ever. The challenge was simple yet tough: 'Can an orchestra play "Carmen" without exceeding 43dB, the noise level of ergothree?'
Given the fact that 43 decibels is roughly the volume of whispering and the normal level for such a piece of music is around 90 decibels, the agency had to recruit a highly skilled orchestra to rise to the challenge. The audience too had to be higly disciplined as even the smallest sound such as a creaking chair or throat clearing would nudge the recording above the 43 decibel level.
Semi-professional Waseda University Orchestra took on this challenge. The project involved several careful rehearsals and the shoot required many takes before achieving a pitch (and volume) perfect performance.
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Client Electrolux Japan
Brand Electrolux / ergothree
Title 43dB Symphony
Agency TBWA HAKUHODO
Creative Director Satoshi Chikayama
Interactive Planner Masashi Matsukura
Art Director Katsuhiro Shimizu
Copywriter Takeshi Ogasahara
Strategic Planner Yuichiro Horie, Shohei Hashimoto
Account Director Kei Kaneko, Ayako Kano, Kei Takahashi
Web Production Yusuke Koike, Kazuyuki Takeda (IMG SRC)
Film Director Takeshi Kogahara
Director of Photography Masashi Nakahara
Musical Performance Waseda Symphony Orchestra
Sound Measurement Nittobo Acoustic Enginering
Producer Keisuke Mizusako, Mana Hisamatsu (AOI Pro.)
Production Manager Tetsuro Iwama, Makoto Tominaga (AOI Pro.)