XMI: SOUND WAVES

Credits & Description:

Advertiser: XMI
Agency: DENTSU SINGAPORE
Category: Foods
Advertising campaign: SOUND WAVES
Illustrator: Ahmed Naseer (Ono Creates)
Creative Director: Nicholas Leong (Dentsu Singapore Pte Ltd)
Account Director: Nicole Ong (Dentsu Singapore Pte Ltd)
Illustrator: Trevor Lim (Dentsu Singapore Pte Ltd)
Account Manager: Elaine Ng (Dentsu Singapore Pte Ltd)
Photographer: Jimmy Fok (Calibre Pictures)
Digital Imaging: Teo Lay Leng (Miracle Factory)
Executive Creative Director: Tony Ray Pereira (Dentsu Singapore Pte Ltd)
Senior Art Director: Trevor Lim (Dentsu Singapore Pte Ltd)

Implementation
Few people could believe that a speaker so small could sound so big. Hearing the X-mini in action was truly an awakening experience for most people. To convey this message, we used paper craft to turn a flat piece of paper into a 3-dimensional world where everyone from city dwellers to mythical creatures awakened to the mighty sound waves that flowed out of the X-mini.

Outcome
The rarely seen ad execution not only captured the attention of a wide spectrum of audiences but it aided brand recall, making X-mini the name that people most remembered for big and exhilarating sound.

Brief Explanation
Being 2-dimensional and visual in nature, posters proved to be restrictive when it came to conveying the impressive sound qualities of the X-mini. To do justice to the product, we needed an idea that wasn't constrained by the limitations of the medium.

Client Brief Or Objective
X-mini are miniature speakers that deliver a massive sound. XMI the makers of X-mini wanted to bring this promise to life in a poster.