How Foundry and Sennheiser got Australia’s Biggest Festival Vivid Sydney to Calm Down

Global Brief – Foundry, a leading global creative agency, partnered with the Sennheiser brand to deliver the transformative Mirrorbox experience at Vivid Sydney 2024. As part of Sennheiser brand’s “Hear More” campaign, the installation invited attendees to explore how the power of sound impacts mental well-being and awakens new emotional connections, making it the perfect fit for the festival’s theme of “Humanity.”

The Sennheiser brand, renowned for its industry-leading expertise and superior craftsmanship in the world of audio, sought to demonstrate how its technology can be harnessed for more than just high-quality sound. The “Hear More” campaign marks a pivotal moment in the Sennheiser brand’s journey to redefine its role—not just as a leader in audio excellence, but as a catalyst for emotional connection through sound.

“The Mirrorbox is about much more than hearing sound—it’s about feeling it, letting it transform you,” said Anne-Claire Costes, VP Global Marketing and Portfolio Management Sennheiser at Sonova Group. “We believe that sound is key to emotional experiences, and the Mirrorbox shows how a few minutes of conscious listening can turn chaos into calm.”

Conceptualized by Foundry, the Mirrorbox is an immersive, three-room journey powered by the Sennheiser brand’s Momentum 4 headphones. The installation, designed in collaboration with experts in music health, 3D sound, light art, and vibrational haptics, takes visitors on a personalized, AI-driven experience that taps into the therapeutic potential of sound. The experience begins in the Onboarding Room, where an AI tool assesses each visitor’s biometric signature, sound personality, and mental state, setting the stage for a tailored journey.

In the Journey Room, visitors immerse themselves in a multi-sensory experience, as the Momentum 4 headphones transport them into a soundscape synchronized with a dynamic sculpture of 67,000 lights and with vibrational haptics on the floor and chairs. The audio installation, built in collaboration with award-winning Massive Music, uses solfeggio frequencies, known for their positive effects on mental well-being, to guide visitors into a state of relaxation. Finally, the Offboarding Room offers a personalized playlist, allowing each visitor to carry the experience with them, revisiting their newfound calm at any time.

“The Mirrorbox is about ensuring that we don’t forget the power of listening. We’ve created something that cuts through the noise, to prove that even amidst the overwhelming excitement of a festival, a few moments of true listening can help you disconnect, reflect and recharge” said Sacha Moser, Founder and Creative Partner at Foundry. And Nitin George adds “In this age of doomscrolling and brain rot, we underestimate the damage of passive consumption and the power of listening with our ears and minds”

But during an energetic festival, would attendees want to take a few moments to disconnect from the frenzy? Apparently so. Visitors lined up for hours each day over the three-week festival, eager to experience a few moments of tranquillity. The success of the installation has not only positioned the Sennheiser Momentum 4 as the best-selling headphone on Amazon during the festival period but also highlighted the power of sound to positively influence mental well-being.

“We’re thrilled to receive the Gold Award for Best Sponsorship Activation at the IFEA Pinnacle Awards 2024,” said Anne-Claire Costes. “This recognition is a testament to the collaboration and creativity of our global team and partners, and the positive impact the Mirrorbox has had on festivalgoers.”

“As an agency located in Europe, we’re confident of executing highly complex work across the world, because we have a great network of collaborators working with us,” said Sacha Moser, Founder and Creative Partner at Foundry. “I want to extend my deepest thanks to the Sennheiser brand’s global team, including Ashlea Vallance, Jonas Bikov, Jessika Petrusch, and Anne-Claire Costes; Music Health’s Nicc Johnson; Spacecube’s Ben Kinnear and Alex McLaren; Eat the Elephants’ Ryan Noronha and Des O’Neill; and MassiveMusic’s Simon Kane, Lance Gurisik, Ian Lew, Béa Day, and Auke Riemersma. Without their creativity and dedication, this experience wouldn’t have been possible.”

Plans are in the works to extend the impact of Mirrorbox, bringing this powerful sonic experience of the “Hear More” campaign to more people.

Team Sennheiser:
Anne Claire-Costes (VP Global Marketing and Portfolio Management Sennheiser at Sonova Group), Jessika Petrusch (Director Global Brand and Content), Jonas Bikov (Senior Manager Global Shopper Marketing), Paul Hughes (Director Global PR, Influencers & Partnerships), Jonas Steene (Global Content Manager), Ashlea Vallance (Marketing Manager)

Team Foundry:
Sacha Moser (Lead Creative Direction), Nitin George (Creative Direction Concept & Copywriter) Alexander Brown (Strategy), Eva Lutterbuese (Account Management), Frederik Samuel (Art Director), Marta Kosiorek (Account Manager), Nishant John (Copywriter), Christian Wirz (Art Director), Marcos Sequeira (Art Director), Gregor Wollenweber (Production)

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