Defence Force Recruiting campaign and music for brands to be unpacked at Mumbrella Audioland
Mumbrella’s Audioland is returning on April 27, with new sessions from VMLY&R and Bring Agency confirmed.
Creative directors at VMLY&R James Wills and Robyn Bergmann will be joined by Squeak E. Clean Studio’s head of sound Paul Le Couteur to discuss how their collaboration for Defence Force Recruiting to create the ‘audio ad you can see’ was executed.
Robyn Bergmann, creative director, VMLY&R
Designed to connect tech audiences to Navy intelligence roles, the campaign had a hidden image, and anyone who could reveal it could potentially be a great fit for the Navy.
To reveal the image, the audio had to be processed in a spectrogram, a tool that analyses frequencies in the electromagnetic spectrum. It’s used in sound production to repair background noise, but also used by the Australian Navy to intercept, analyse and identify threats at sea.
James Wills, creative director, VMLY&R
Wills, Bergmann and Couteur will talk about how the campaign came to be, from ideation to execution, and the unique collaboration between audio production and design.
In a fireside chat titled ‘Turning brand tracks into culture moments (that live on)’, Bring Agency executive partnership director Brooke Pilton and strategic planner at TBWA\Melbourne Laura Wiseman will talk delegates through ensuring the content and music made for brands travels beyond typical paid media channels.
Executive partnership director at BRING Agency, Brooke Pilton
They will argue that the answer is to officially release the music track – driving a brand message into earned channels like Spotify, Apple Music and YouTube. If done correctly, brands can harness fandom and channels in a way that far exceeds the world of advertising and into the culture that connects with fans worldwide.
Creating music for brands is a tried and tested method to stimulate engagement, and Pilton and Wiseman will discuss how to do it effectively.
Earlybird tickets to Mumbrella Audioland are available now. More key sessions will be announced shortly.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Audioland
James Wills
Mumbrella Audioland
Navy
Paul Le Couteur
Robyn Bergmann
Squeak E Clean Studios
VMLY&R
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