October 12 2017

Octagon creates 360 binaural audio experience for Standard Chartered and Liverpool FC in support of avoidable blindness

Our Work, Singapore, Australia

To raise awareness for Seeing is Believing, Standard Chartered’s global community initiative tackling avoidable blindness, the main club sponsor of Liverpool FC (LFC) has today launched a unique audio recording of match day at Anfield to promote World Sight Day (12th October).

“We wanted to bring all the emotion of The Kop in full song to fans across the globe – regardless of their sight. It forced us to consider how other senses can provide a new perspective on the things we love” says Octagon Regional Creative Director Lizi Hamer.

Recorded using special microphones shaped like human ears Octagon partnered with Milkmoney to capture sound that precisely mimics the way the human ear hears. The binaural recording is created in a way that conventional microphones cannot achieve. The 360 audio effect transports the listener deep into the Kop no matter where you are in the world.

“Working purely in the medium of sound, provided us an opportunity to approach the task of immersive storytelling from a whole new perspective. The technology is now at a stage of refinement making it an incredible way to capture atmosphere.” Commented Matt Taylor, Founder and Managing Director for Milkmoney

This innovative soundscape was put together with the help of visually impaired LFC fan Pat Rodaway, who has been attending games since he was 14, although he has never seen a single goal scored. Through this experience, fans around the world - regardless of visual ability - can experience the raw emotion of the Kop singing ‘You’ll Never Walk Alone’ and feel the passion as it floods their ears - just like Pat does every weekend. It represents an inclusive new build to the award winning “Inside Anfield” Virtual Reality experience the agency created with the bank last year.

This project is part of a year of activity created by Octagon for the bank to celebrate Liverpool FC’s 125th Anniversary. Called ‘The Power of Numbers’, the campaign highlights meaningful numbers in the rich history of the club and brings them to life in entertaining and relevant ways. ’You’ll Never Walk Alone’ became the Club’s anthem in 1964, and the title of the audio piece ‘Number 64 – Hear the Kop roar’ reflects the importance of the number for fans.

‘Number 64 – Hear the Kop roar’ forms part of Standard Chartered’s season-long content series celebrating ‘The Power of Numbers’ that commemorates Liverpool Football Club’s 125th anniversary. The campaign is created by Octagon’s APAC team led from Singapore, and produced by Milkmoney (both part of Interpublic Group - NYSE: IPG) that take LFC fans on a journey to understand the meaning of iconic numbers throughout the club’s illustrious history.

 

The campaign can be viewed here.

 

Credits:

Concept and Creation: Octagon

Ben Hartman, Managing Director, APAC

Aykan Azar, Managing Director, SEA/Japan

Adam Hodge, Head of Strategy, APAC

Lizi Hamer, Regional Creative Director

Yoky Pandowo, Regional Art Director

Jeanette Won, Account Director

Sameer Rasheed, Account Manager

Tan Yen Fenn, Senior Account Executive

Brenda Wong, Account Executive

 

Production: Milkmoney

Matt Taylor, Managing Director

Ethan McLean, Head of Creative

Richard Mullane, Director

Adam Docker, DOP

Charlotte O’Rourke, Producer

Rebecca Shawyer, Producer

Jungle Studios, Audio Production

 

Client: Standard Chartered Bank

Marc Davies, Senior Manager, Sponsorships

Helen Morgan, Manager, Sponsorships


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