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