Commercial Radio & Audio (CRA) and independent agency Thinkerbell have launched a campaign to showcase the ‘power of audio’, using soundwaves to extinguish a flame, prompting marketers to reconsider audio’s ability to cut through and create lasting impact.
The idea centres around a specially designed audio score that, set at the right ‘fire frequency’, has the power to literally put out a fire. In a live experiment it shows that when harnessed with intent, audio can move more than molecules. It can move minds, emotions, and brands.
The campaign draws on System1 research, developed in partnership with CRA, which identifies the key ingredients for effective audio creative: strong branding, memorability, emotional resonance, and entertaining execution.
“This campaign doesn’t just talk about the power of audio, it proves it in the real world. We’ve applied System1’s creative principles and partnered with Thinkerbell to bring that strategy to life through a bold and emotive execution that conveys the effectiveness of audio in driving business outcomes,” said Lizzie Young, CEO of CRA.
Created in partnership with sonic specialists MassiveMusic and art collective Glue Society, the project serves as a living metaphor for the medium’s impact, literal and figurative—in that it can both light a fire in you and actually put one out.
“Audio is uniquely positioned to influence behaviour—it connects emotionally, can adapt in real time, and reaches audiences in the moments that matter. The ‘Power of Audio’ sets a benchmark for what’s possible when you combine insight, creativity, and context with audio’s unmatched ability to engage at scale. It’s exactly what we encourage brands to do: harness the full potential of audio to work harder, cut through, and deliver growth,” added Young.
The team at Glue Society, said “When we first heard that sound can put out flames, it felt almost impossible to believe. But creating an art installation that proved it to be true was something we couldn’t wait to sink our teeth into. The result is a bit magical, a bit scientific and a bit wonderful. And genuine proof of the ‘power of audio’. Hearing is believing”.
“By using a sub-bass frequency to extinguish a flame, we wanted to prove just how potent audio can be,” said Adam Ferrier, founder and chief thinker at Thinkerbell.
“Audio’s often treated like the side dish in campaigns, but when you isolate it and make it the hero, it becomes undeniable. This is proof that a good frequency can spark culture, shift mood, and even kill a flame. That’s power.”
The actual audio frequency captured live on the day is used across all assets in the work—from the film, to radio, to social cutdowns. It also marks the first use of CRA’s new sonic brand identity, created by audio specialist David Konsky, and features dynamic creative capabilities across podcast and streaming platforms produced by Original Audio.
This initiative builds on CRA’s broader positioning, ‘Where Brands Are Heard’, and aims to grow investment in commercial radio and audio across metro and regional markets, by reminding CMOs, creatives, and media leads that audio, when done right, doesn’t just speak. It resonates.
Credits:
Client: Commercial Radio & Audio (CRA)
Creative & Media Agency: Thinkerbell
Production & Postproduction: Glue Society
Sound: Massive Music
Dynamic Audio Creative: Original Audio
CRA Sonic ID: David Konsky
