Sydney, Australia – Sonic branding has been one of most unique facets within the advertising space. Brands that use this aim to create a sensory experience for their customers to feel more connected to the brand. But what if that sonic branding is not only made for awareness of the brand but also towards a social awareness movement?
Enter the latest audio logo from Australian Ethical, a superannuation fund that works for social change through smart investment. Their latest audio logo campaign aims to encourage Australians to look at how they can use their money to change the world, hence investing ethically.
The audio logo is conceptualized and composed by the team at The Studio at SCA, SCA’s commercial creative services division. The song itself takes direct inspiration from the sound whales make in their marine ecosystem.
The release of the audio logo coincides with the UN Climate Change Conference, recently held in Glasgow, with a focus on tackling climate change worldwide.
Josey Hasrouny, brand campaign manager at Australian Ethical, said, “This campaign was extremely important to us – we felt the need to educate Australians and open their eyes to where their money is invested right now. We’re excited to partner with SCA to develop a unique audio logo made entirely from whale song that really aligns with our values and provides us with an even more distinctive brand.”
Meanwhile, Matt Dickson, national head of creativity for The Studios at SCA, commented, “It wasn’t enough to tell people about Australian Ethical and the good that they do. We wanted the campaign itself to do good as well. The best way to do that was to make sure all royalties earned from the music playing were donated to ocean conservation charities.
Dickson also added that every time the ad plays, the whales get ‘paid’, a metaphorical way of saying of helping save the environment. “The best advertising ideas show, rather than tell, and we’re very proud that this audio campaign leads by example,” he noted.
Thom Wood, creative director and composer at The Studio at SCA Sydney, said, “Australian Ethical’s purpose is to keep people focused on the future of our planet. It made absolute sense to use whale song as a musical device to not only help people remember the campaign, but to keep it environmentally focused as well.”
He further explained, “Showing people how beautiful a whale can sound is a great way to do that. Realizing that the entire music bed could be created from samples of whale song was a revelation.”
The song is up for streaming on SoundCloud.