The Social Sound

A recent study showed 73% of people wear headphones to avoid social interaction. So, we used the same headphones to create a social movement: The Social Sound. Amapiano star Daliwonga invited the public to a live concert, which could only be discovered by listening to the music. We turned headphones into a sonic GPS, creating a sound navigation system with 360 degree audio. The closer to the secret location, the louder and fuller the music. We increased nationwide social conversation 5805% and Schweppes fulfilled their brand promise to remind Cape Townians to live as they were born: social.