Radium Audio Ltd
Radium Presents - Creation of a Sonic Toolkit for Children's Charity - Action for Children on Vimeo by Radium Audio Ltd
Project: Creation of a Sonic Toolkit
Production: Radium Audio
Agency: Baby Creative
Brand: Action for Children
Background: When Advertising Agency, Baby Creative asked Radium Audio to develop the sonic identity for a growing brand - the children’s charity, Action for Children - Creative Director Andrew Diey seized the opportunity for Radium Audio to deliver a ‘sonic toolkit’ for use across all the charity’s media touch points.
As marketing professionals become aware of the importance of the sonic identity in relation to communication of a brand, Radium Audio is at the forefront of this development.
The ‘sonic toolkit’ contains 15 individual sonic tools: Extended versions of the “as long it takes” advertising campaign music score, sound mnemonics at varying durations, digital button clicks for online & Powerpoint use, Action for Children themes which have been extended for phone systems, and a master theme for use at live events and presentations.
How we did it: Radium Creative Director, Andrew Diey explains the approach, “Having scored the music for 4 of the TVC and Radio adverts last year we knew people had empathy for the work of the charity and we wanted to extend this affinity through emotive connection into as many platforms as possible. When we were asked by Baby Creative to develop a sonic identity, we felt that there was a deeper connection to be made between Action for Children and its supporters so we suggested that Radium Audio creates a “sonic toolkit” for all possible channels and varying lengths, formats etc. We gave Action for Children rights to use the content across as many channels as they needed”
Baby Creative was receptive to the idea and worked with Radium Audio to develop a brief for the ‘Sonic Toolkit’.
Says Diey, “We specialize in articulating the essence and soul of a brand using sound and as this sonic toolkit is a global first for a charity, we created a short film to accompany the creative process behind the story”
Sounds we created include: Sonic Ident, Music Beds, Mnemonics
Watch this video on Vimeo. Video created by Radium Audio Ltd.
Radium Presents - Creation of a Sonic Toolkit for Children's Charity - Action for Children on Vimeo by Radium Audio Ltd
Project: Creation of a Sonic Toolkit
Production: Radium Audio
Agency: Baby Creative
Brand: Action for Children
Background: When Advertising Agency, Baby Creative asked Radium Audio to develop the sonic identity for a growing brand - the children’s charity, Action for Children - Creative Director Andrew Diey seized the opportunity for Radium Audio to deliver a ‘sonic toolkit’ for use across all the charity’s media touch points.
As marketing professionals become aware of the importance of the sonic identity in relation to communication of a brand, Radium Audio is at the forefront of this development.
The ‘sonic toolkit’ contains 15 individual sonic tools: Extended versions of the “as long it takes” advertising campaign music score, sound mnemonics at varying durations, digital button clicks for online & Powerpoint use, Action for Children themes which have been extended for phone systems, and a master theme for use at live events and presentations.
How we did it: Radium Creative Director, Andrew Diey explains the approach, “Having scored the music for 4 of the TVC and Radio adverts last year we knew people had empathy for the work of the charity and we wanted to extend this affinity through emotive connection into as many platforms as possible. When we were asked by Baby Creative to develop a sonic identity, we felt that there was a deeper connection to be made between Action for Children and its supporters so we suggested that Radium Audio creates a “sonic toolkit” for all possible channels and varying lengths, formats etc. We gave Action for Children rights to use the content across as many channels as they needed”
Baby Creative was receptive to the idea and worked with Radium Audio to develop a brief for the ‘Sonic Toolkit’.
Says Diey, “We specialize in articulating the essence and soul of a brand using sound and as this sonic toolkit is a global first for a charity, we created a short film to accompany the creative process behind the story”
Sounds we created include: Sonic Ident, Music Beds, Mnemonics
Watch this video on Vimeo. Video created by Radium Audio Ltd.