Bear Tippex viral / burger king chicken reimagined
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A short ﬁlm for, ‘The Fragmented Orchestra’ – the winner of this year’s PRS Foundation New Music Award 2008.
The Fragmented Orchestra is a huge distributed musical structure modeled on the firing of neurons within the brain’s cortex. It is designed by its composers to perform a profound and unique score to thousands of listeners across the UK. This instrument, a model of a brain, will be distributed across 24 public locations throughout the UK, and at least one central venue (FACT, Liverpool). The piece will operate continuously over the period of three months.
Kin were approached by de-construct to help them realise an interactive in-store promotion for Tommy Hilfiger. To coincide with their new campaign ‘My Denim, My Music’, Tommy Hilfiger’s aim was to fuse fashion and music: both in their external advertising and through in-store promotions. de-construct’s brief to us was simple – make the jeans play music.
We created a number of concepts, ranging from interactive window displays to musical changing rooms. The final chosen route was a large-scale interactive audiocassette, to work as an in-store point of sale unit. 5 new styles of jeans were chosen, and a unique soundtrack was composed for each one by The Skinner Bros. A specifically designed sticker on each pair of jeans instructs the customer to swipe the jeans against the giant cassette to ‘release the music’.
We used pre-programmed RFID tags that were placed behind the stickers. An RFID reader mounted inside the cassette reads the unique tag number which in turn is relayed to a bespoke piece of software running on a Mac Mini in the base of the unit. The Mac is then connected to a car audio amplifier, subwoofer and speakers – the speakers being mounted in the spool holes of the cassette.
The result was a surprise to a lot of customers – taking an inanimate object and bringing it to life by making it play music. And from our perspective, creating a purely audio based interactive with no screen was a refreshing change.
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