Created by Tribal DDB Amsterdam, the campaign runs across 11 markets including the UK, USA, BeNeLux, Germany, France, Russia, Brazil, Argentina and India.
Promoting the quality of the Philips audio range, the 'Obsessed with Sound' campaign across Facebook, Twitter and YouTube invites viewers to watch a unique piece performed by the orchestra.
Throughout the performance, users can click on any one of the 51 individual instruments to hear every detail of their musical contribution.
The music video was directed by Rob Chiu, accompanied by the Interactive Orchestra. Chris Baylis was the executive creative director on the ad. Bart Mol was the art director and Pol Hoenderboom was the copywriter.
Users can also find out more about each musician, from their musical preferences to the precise number of musical notes they play in the piece. Each musician also has a personal playlist, with links to their personal blogs and twitter feeds.
Baylis said: "In music, every single detail matters. It’s about the second violinist, the triangle player, the double bassist, and the producer, all the ‘unheard heroes’. It’s the collaboration that brings brilliance to a piece of music. The challenge of the campaign was to have visitors experience every detail of the audio piece, to highlight each and every nuance of sound."
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