‘Ping-Pong by Noise’ wins bronze for best sound design at London International Awards
As reported by CB on Tuesday, Noise International won Bronze for Best Sound Design at the London International Awards for the ‘Ping-Pong by Noise’ web film created by Noise and M&C Saatchi/Mark Sydney to promote the first Inter-Agency Ping-Pong Competition – which was heavily promoted by CB earlier this year.
The spot was one of only three finalists awarded in this category – all receiving Bronze – and was the only Australian spot to be nominated.
Award-winning sound designer Kathleen Burrows (pictured) and creative director Bruce Heald from Noise designed the sound and music for the video, with direction from the creative team from M&C Saatchi/Mark Sydney. The interactive campaign also included a dedicated ‘Noise Pong’ iApp (created by Doobalah) played using a dimensional DM pack shaped like a mini table tennis table.
The LIA Sound Design award follows Noise’s previous LIA win for Original Music for the innovative Optus “Whale Song” campaign via M&C Saatchi and solidifies Noise’s inventive approach. In both campaigns, sound and music were at the core of the original idea and demonstrate the pivotal role audio can play in conveying the message and connecting with the audience.
Says Noise’s creative director Bruce Heald. “It’s brilliant that Ping-Pong by Noise has been awarded for Best Sound Design at LIA,’ ‘Putting the film together was a lot of fun; we worked very closely with a great team at M&C Saatchi/Mark Sydney and our sound design was able to enhance their creative vision. Everyone worked really hard on the campaign and we hope that it continues to get the recognition it deserves.”
The Ping-Pong viral spot was directed by Dean Tirkot and shot in an abandoned warehouse to lend an underground ‘Fight Club’ feel. It features a sudden death, blindfolded playoff between two exceptional players – one old, one young (the teacher and the student), who are forced to use nothing but sound to win the match. The sound design was an integral part of the concept and was used to heighten tension and intensity throughout. It was also used to split the viewer’s perspective – taking them inside the players’ heads where the only thing that counts is sound: the sound of the ball and a fly that’s trapped in the room. With pinpoint flair, the student wins by timing his final shot to kill the fly.
The Ping-Pong tournament itself took place over three consecutive weeks in May and June 2011 at Noise’s studio in Glebe, Sydney – where Leo Burnett were eventually crowned the ‘Inter-Agency Ping-Pong Champions.’
Competition is already starting to heat up for next year’s Ping-Pong by Noise tournament with many agencies purchasing tables months in advance to protect their reputations.
Client Account Director: Laura Clarke
Agency: M&C Saatchi/Mark Sydney
Executive Creative Director: Ben Welsh
Creative Directors: Gavin McLeod & Hamish Stewart
Creative Group Head: Josh Bryer
Copywriter: Josh Bryer
Art Directors: Alex Booker, Salvatore Gullifa
Digital Art Director: Ben Huxter
Producer: Josh Bryer
Production Company:
Dean Tirkot Photography, Sydney
Director: Dean Tirkot
Executive Producer: Dan Higson
Digital Production Company: Mark, Sydney
Additional Effects By: Alex Booker
Editor: Alex Booker
Sound Design Company: Noise International, Sydney
Sound Designers: Kathleen Burrows/Bruce Heald
Scored By: Kathleen Burrows
Music Production Company: Noise International, Sydney
Music Arranger: Bruce Heald
Music Composer: Bruce Heald
3 Comments
WELL DESERVED!
ONWARDS!
Funny, when an agency does and ad for themselves and enters it into an awards show it’s called a scam..
funny, when a troll leaves a negative comment and only one person cares,
it’s called a couldn’t-give-a-damn