Our world is filled with pink noise to combat the negative impact of sound pollution. This naturally occuring frequency is found in rain, rusting leaves and wind, increasing alpha waves in the brain to help relaxation, creativity, flow states and restore attention. 

By building the science of pink noise into this campaign, we ensured the sonic creations were supporting listener wellbeing, and reversing the effect of negative man made sounds. Creating an instrument that plays pink noise as its base synth note, allowed a range of artists to compose soundscapes that can have a positive impact.

Our partnership with UCL Experimental Psychology measured the brain and body responses of the synth and sonic logos on audiences which validated the designs and supported final creative decision making. 

Sounds from the custom synth, created by the legendary Arthur Joly, were used across the campaign in physical, digital, social and product touchpoints. A documentary was produced to help educate on the power of sound to alleviate the damaging effects of city noise and improve wellbeing, and an album was made with the first AI DJ wave. 

Informing the creative through neuroscience, then testing it’s impact provided the most effective campaign output used across multiple touchpoints.