Bronze
Package Design
Entertainment
| Entrant: | SRMG Labs, Riyadh |
| Brand: | Billboard Arabia |
| Title: | "Sounds of the Land" |
| Corporate Name of Client: | Billboard Arabia |
| Client Company: | Billboard Arabia , Riyadh Saudi |
| Client President: | Jomana R. Alrashid |
| Chief Marketing Officer: | Katie Golding |
| Client Marketing Directors: | Rami Zeidan/Maha El Nabawi |
| Client Art Director: | Ramona Najem |
| Client Social Media Manager: | Areej Alhamedi |
| Agency: | SRMG Labs, Riyadh |
| Chief Creative Officer: | Fadi Mroue |
| Associate Creative Directors: | Leo Razera/Glauber Dorotheu |
| Senior Copywriter: | Nicolas Martinez |
| Senior Art Director: | Bruno Montoro |
| Agency Digital Director: | Mohamad Mahmoud |
| Agency Senior Motion Designer: | Jefferson Menezes |
| Agency Motion Graphics/Composition Generalist: | Lawrence Changchin Tan |
| Interview Production Coordinator: | Adriana Mamprin |
| Agency Marketing and Partnership Director: | Rana Wakim |
| Agency Media Director: | Musaab Kari |
| Agency Social Media Manager: | Areej Alhamedi |
| Agency Brand Manager: | Sara Baizan |
| Agency PR Manager: | Rose Youssef |
| Interview Cinematography: | EJ Reyes |
| Interview Post-Production Coordinator: | João Pimentel da Silva Jr |
| Interview Direct Sound: | Pedro Cunha |
| Interview Look Dev and Post-Production: | Emanuel Alexandre Pimentel da Silva |
| Interview Sound Production: | Adel Ghuloom |
| Interview Production Coordinator: | Adriana Mamprin |
| Photographer: | Thiago Neves |
| VFX Company Head of Post: | Rafael Antonelli |
| VFX Company Film Director: | Daniel Soro |
| VFX Companies Production Managers: | Roberta Frederico/Marilia Raffaeli |
| VFX Company Post-Production Coordinator: | Alexandre Chalabi |
| VFX Company Executive Production Assistant: | Willian Sousa |
| VFX Company Post-Producer Assistant: | Barbara Almeida |
| VFX Company Head of Sales: | Regina Knapp |
| Sound Design Company Vinyl Mastering Engineer: | Arthur Joly |
| Music Production Companies: | DaHouse Audio, Los Angeles |
| Music Executive Producers: | Carol Masseti/Iris Fuzaro/Cassiano Derenji |
| Music Producers: | Lucas Mayer/Wonder Bettin/Silvio Erné/Arthur Joly |
| Music Production Company Music Producer: | Mohammed AlMohri |
| Music Production Company Music Producer: | Sarah Nabil |
| Sound Design Companies: | DaHouse Audio, Los Angeles |
| Sound Engineer: | Rodrigo Deltoro |
Description:
We needed to create a launch campaign that would win the hearts of the mass music community, earn us respect in the industry, and establish us as one of their own.
This was easier said than done because the only way we could win the masses was if we got approval from the leaders in the music industry, THE ARTISTS.
Idea Our idea revolved around reaching producers and artists so that we could ultimately reach the fans. To do so, we created a sample music pack made up of something that held an emotional attachment to all people from the region, the land.
We did this in a unique way by collecting topographic data from 5 locations in the region, converting them into 3D models, and engraving them into vinyl records. Transforming this geographic location into top-charting artists allowed us to hear the sound of the land for the first time ever.
Strategy To reach a mass audience, we wanted to target the top producers and artists in the region.
Based on the data available on the number of listeners, plays, and followers, we identified the top 100 producers.
We sent them a limited edition vinyl record alongside a digital sample pack, introducing them to Billboard and the initiative. The strategy was for them to create their next big hit using Billboard’s Sounds of the Land.
Execution The successful execution of this project required meticulous planning and collaboration across various disciplines. We combined geographers, with music engineers to get the most accurate results.
Once the records were produced, they were distributed to artists and DJs. The placement of these records was strategic, targeting recording studios, in order to ensure maximum reach and impact.
Outcome By transforming the landscapes of the region into sounds, we were able to win the hearts of both the community artists and their fans.
Over 150 tracks were released using our samples. Through their music, we reached an audience of more than 68 million people across various platforms who played the tracks and indirectly engaged with our brand.
On TikTok alone, Sounds of the Land had an organic reach of 10 million, which would not have been possible if we had taken a traditional approach. This project helped transform Billboard Magazine from an unknown brand in the region to the top music publication of MENA.