Sennheiser Reshaping Excellence
Agency: Philipp und Keuntje
Production: Artificial Rome, Sehsucht
My Role: Excecutive Creative Director, Creative Director
2016 ADC Art Directors Club – 4x Bronze, 1x Finalist
2016 DDC Deutscher Multimedia Award – Gold
2015 Nominee FWA Peoples Choice
2015 FWA & Adobe Cutting Edge Award
2015 Awwwards Site of the month
2015 Awwwards Honorable Mention
2015 FWA Site of the month
2015 FWA Site of the day
We developed Reshaping Excellence in two phases. Over a million people from exactly 184 countries created their unique sound sculpture and made their contribution to build the monument. A monument to sound that changes its shape frequently with every new monolith and, eventually, becomes complete by an accumulation of thousands of individual created sound sculptures. To create his very own sound sculpture, the user journey lead into a canyon where he finds his monolith to shape. After the process of shaping, the sound sculpture will be send to the monument and takes his place to be part of the monument to sound.
Reshaping Excellence comes 100% out of the product. This campaign is for the upcoming most expensive and best headphone system on this planet. Too good as being made by one but by many It needs countless hands to bring it to life. That basically and literally is the idea and the website mechanism.
We worked as three agencies together on Reshaping Excellence. Philipp und Keuntje / PUK as the Lead agency that developed the idea, user journey and basic look & feel, Artificial rome as the production house and responsible for the Webgl website plus look in Webgl and Sehsucht for the motion design part and asset provider for Artificial rome.
In 1991 Sennheiser created the best headphones in the world. They called them Orpheus. In 2015, they have done it again. The name and uncompromising philosophy remaining, this is Orpheus reborn. In otherworldly sound and timeless beauty. Perfectly engineered. Equipped with unique features and state-of-the-art technology these headphones transform music from something you listen to, into something you live in. To build anticipation for the release, Sennheiser and creative agency Philipp und Keuntje have launched a unique WebGL-powered website as a focal point of the campaign, which will deliver an immersive experience that involves fans in the process of unveiling Sennheiser’s mystery milestone product. The website has already received leading industry accolades including „Site of the Day“ (SOTD) and „Site of the Month“ (SOTM) from the „Favorite Website Awards“ and an Awwwards „Site of the Month“ Ribbon.
It needs countless hands to bring it to life. This kind of projects are so new and untypical for a brand that it really challenged the whole team.
To create a sound sculpture, the user has to strike at its rocky mantle. The result is a sculpture, with a unique timbre and melody. By sending the sculpture to the monument, people become a builder of the monument to sound. For every sound sculpture it is shown exactly where it is placed as part of the monument, when and where it was built.
In a second project phase, the final revelation of the Orpheus happened. The Sennheiser product is shown in the rocky landscape. WebGL allows the user to explore the product in an elaborate tracking shot on the 3D model of Orpheus. Specific details can be chosen to get further information.
Making of Reshaping Excellence
Did we run into any obstacles while working on the project ?
Oh yes, we did. The site Performance and the expectation on the clients side were quite a challenge. These projects don’t end while launching. You need to plan a clear after launch phase to track and improve based on the traffic insights. You need to spend time with this. I guess 3D content attracts people that are affine to those playful like content. As long as WebGl needs quite a strong graphics card those kind of projects such as Reshaping Excellence are nothing to consume mobile. While all content becomes more mobile this is a conceptual clash. You need to make sure who you want to address with those kind of projects.
Launch Event in London
The first step towards the launch of Orpheus:
Sennheiser’s impressive RESHAPING EXCELLENCE event. In the pursuit of perfect sound Imogen Heap and Junge Deutsche Philharmonie orchestra showed their passion for music and stunned their audience with their drive for excellence setting the first stone to launch the webspecial.
Discovering the Ultimate Sound Experience.
So far the Campaign created a big buzz but listening to music with Sennheiser’s ORPHEUS headphones is unlike anything you’ve ever experienced. Therefore we started the Artist Listening Sessions: with singer and songwriter, Katie Melua, Jake Gosling, actor Matthew Lewis and soul singer Gregory Porter.