Sennheiser: Tested and approved by wild animals.

Digital / Concept / Campaign

To deliver a bold new international campaign for SENNHEISER’S new range of AMBEO Soundbars, FOUNDRY and SENNHEISER took a walk on the wild side.


A campaign for the world’s best soundbar


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?

How can we show immersive sound?


The world’s most immersive listening experience can’t simply be described. It needs to be demonstrated. And that’s what led to the idea – testimonials from the true masters of hearing – wild animals. How would animals react to truly immersive sound coming from all different directions? Would they find it as immersive as the real thing?  Wild animals rely on hearing to survive. Directional hearing is essential for them to navigate life and death. Millions of years of evolution made them expert listeners. And their testimonials are brutally honest.

For us, that made wild animals the best judges of sound. And their reactions to the soundbar were testimonials that could not be challenged.

Our solution was simple yet on point


At a wildlife sanctuary, we built a sound studio designed specifically for wild animals, capturing them with 360° spatial audio technology. The challenge was to create sounds that match the quality of the AMBEO Soundbars. 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

An incredible launch


The animals’ reactions to the SENNHEISER AMBEO Max were captured as films live on location in South Africa. The outcome was a fantastic launch campaign for TV and Social Media. Even though it was just freshly released, the campaign won the EDI award 22.

“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. 

Below you can find an extended view behind the scenes.

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