ADAM - "A New Sound For Air"

German Wahnsinn GmbH

Awards

797

Brand: ADAM
Country: Germany

Advertiser: R.M. ADAM

Title	A New Sound For Air
Agency	German Wahnsinn GmbH
Campaign	A New Sound For Air
Advertiser	R.M. ADAM
Brand	ADAM
Posted	November 2021
Business Sector	Others
Philosophy	When we think of the air, we normally think about the quality of it, whether it’s clean or dirty, dry or humid, cold or warm. But, what does air actually sound like? We asked ourselves this question when ADAM — a specialist provider of air hygiene safety — asked us to develop a brand sound that had never been heard before for them. Of course, creating something that had never been heard before was the biggest challenge here, especially when you look at the history of sound designs for air. Typically, the same sound spectrum has been used across all audiovisual media, for all time. So we had to reinvent the sound of air. Our idea was that if you can simulate pattering rain with the sound of bacon frying, then there must be some way to capture a completely original air sound in a new way. After spending a long time researching, we discovered an unusual and largely unknown instrument: the Daxophone! Although it’s not actually a wind instrument, to us it really sounds like the air might if it was talking to us. An unusual mix of sound and noise. It took another two years to learn how to build the instrument and ultimately make it sound right for our work. Using different types of wood from all over the world, we created the sound lips, which create the sound with the so-called DAX and a bass bow. With this completely new and totally unique sound palette, we started composing music and recorded films, web specials, telephone announcements and signal tones. The result was an unparalleled corporate sound that had never been heard before, which gives one of our most precious basic elements — air — the attention it deserves. ADAM — save the air.
Media Type	Case Study
Length	120 seconds
Head of Client Services	Rainer Adam
Head of Client Services	Michaela Gryschka
Head of Client Services	Peter Kolbus
Marketing Company	Atelier Grand Berg
Marketing Executive	Jan Berg
Production Company	Headraft GmbH
Director	Julian Weiss
Director	Fabian Fricke
Animation	Tobias Frei
Audio Engineer / Sound Designer / Mix	Philipp Feit
Music Composer / Producer / Arranger	Philipp Feit
Performer	Jaques Cousteau