The Studio at SCA, Southern Cross Austereo’s commercial creative services team, has partnered with voice software experts Alkira to support Queensland Eye Institute Foundation’s (QEIF) fundraising and awareness campaign ‘Last Seen’.
Last Seen pairs nine visually impaired Australians with influential artists to create paintings of their last significant memory before they experienced vision loss.
The paintings were then auctioned off at the launch of Last Seen in Brisbane on 13 November.
Creative agency Publicis engaged The Studio at SCA to help promote the exhibition, however the team at SCA took the idea further, creating soundscapes for many of the paintings to enhance the viewing experience.
Those soundscapes re-created the last thing subjects heard before losing their vision, bringing the paintings to life in sound.
The Studio at SCA Brisbane head, Jeanna Manifold said: “The creative concept developed by Publicis immediately brought to mind audio’s ability to create an intimate and immersive experience which could truly honour the stories behind each painting.
“It’s been a pleasure to work with QEIF and the team at Publicis to create a unique campaign and a suite of assets which sits across all of SCA’s audio platforms.”
The subjects’ stories and accompanying soundscapes were launched via SoundCloud and converted into an interactive smart speaker voice app (skill) with help from voice software experts Alkira.
On the night, potential bidders were able to immerse themselves in the stories behind the paintings in a one-of-a-kind interactive experience.
Alkira head of partnerships and integration, Paige Harkness said: “When we were approached by QEIF the concept immediately struck a chord with the team at Alkira.
“Our voice engine was initially developed to help people with low or no vision complete day-to-day tasks like grocery shopping or booking flights online.
“The opportunity to work with SCA to develop a first of its kind interactive audio experience for the Last Seen exhibition was a fantastic use of our tech and we are thrilled with how it’s come together.”
The Studio at SCA national head of creativity, Matt Dickson said: “As humankind’s oldest form of communication, voice is such an intuitive and immersive way to tell stories.
“It’s been great to pair this with new tech in the form of a smart speaker skill.
“For brands, voice is the next frontier and it’s been fantastic to work with QEIF and Alkira to create a groundbreaking, audio experience.”
Last Seen is now exhibiting at Queensland Performing Arts Centre (QPAC) until Sunday 1 December 2019 providing free access to the general public to view the beautiful and emotive artworks with a full sensory experience, or via the campaign’s website at lastseen.com.au
To hear the skill in action, just say: “Ok Google, talk to Last Seen Exhibition” on any Google Assistant enabled device.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]