Welcome to the Jungle
Digital / Concept / Campaign
After we took over the SENNHEISER soundbar account, we tuned in to the audiophile world and developed a fresh campaign for the AMBEO soundbar family from SENNHEISER.
As expected from SENNHEISER’s engineering tradition, the AMBEO Soundbar is currently the most technically loaded 3D soundbar in the market. It’s a top performer that offers the most compelling 3D sound experience in its category.
It’s latest and largest family member the AMBEO Soundbar Max delivers a surround sound experience and produces deep, 30Hz bass without the need for an extra subwoofer. With advanced room calibration, it provides studio-grade sound immersion and produces an unforgettable 3D experience.
It’s a feeling that’s impossible to put into words.
So, how would you describe that exceptional listening experience to someone?
The best way is, of course, to listen and experience the AMBEO Soundbar first-hand. But not everyone has such an opportunity readily available.”
It was important for us to convey the AMBEO listening experience in the most original and unbiased way possible. To do this, the agency set out to find the perfect testimonials. An insight emerged as the team thought about sound in their immediate surroundings.
“Our family cat, Louis, is very talkative. But he also shows incredible hearing capabilities every day – just stand by my fridge door as it silently opens, and you’ll see what I mean. This made us wonder – how would other animals react to truly immersive sound, would they find it as immersive as the real thing?”, our CEO Sacha remarks.
We went looking for the answers to these questions in Africa.
Wild animals have incredible hearing. Not only have millions of years of evolution made them expert listeners, but their testimonials are also as honest as they get. For us, that made them the best judges of sound.
And so, the concept of the campaign became clear quickly. At a wildlife sanctuary, we built a sound studio designed specifically for wild animals. To devise the experiment, we worked closely with the SENNHEISER team and were advised by animal welfare and animal communication experts. All to ensure that each animal partner received the best audio experience.
As the testimonial of animals cannot be scripted, the risk of a lukewarm reaction was always a possibility. But once the music began, the results were pretty ‘wild’ to say the least.
Right from the first test, we were awestruck. It wasn’t just the sheer beauty of the animals, but also the incredible sound booming from the SENNHEISER AMBEO soundbar. Each animal reacted differently to the music, as you can see in our spots
The reactions of the animals to the SENNHEISER AMBEO Max were captured as films live on location in South Africa. The outcome was an amazing launch campaign for TV and Social Media.
“A project like this doesn’t happen by accident. It took months of planning and patience. A big thank you to our partners at Foundry and the entire production team. Animals react in ways that we humans often miss. Thanks to their attention to detail, we made sure that the films captured the pure, honest and unique responses of our animal experts. Most importantly, they helped us convey the immersive power of the AMBEO Soundbars in a way that has never been done before.” Jessika Petrusch, Head of Content & Campaign at Sennheiser adds.
See below an extended view behind the scenes.