Humour shows its powers again (it has had quite a resurgent year) in Swedish agency, Twigeo’s, campaign for Soundtrack Technologies. This time, madcap humour tackles the difficult brief of showing that the right music doesn’t just set the mood; it drives movement, energy and most importantly for any businesses, sales.
A product demo commercial becomes entertainment thanks to a showy dancer, clever use of sound vs soundlessness…and the essential comedic hyperbole. By transforming Soundtrack’s service into a metaphorical character, part dancer, part disruptor, the commercial challenges these outdated assumptions and demonstrates how Soundtrack can truly bring a business to life. Soundtrack aims to awaken small and medium‑sized businesses still using personal streaming services, which are not licensed for commercial use, to the brand-enhancing and revenue-driving power of licensed professional‑grade music.
The campaign is built on research which shows that 84% of consumers notice music, and 40% stay longer when the tunes resonate.
“Music is much more than background noise, it’s a proven revenue driver,” stated Soundtrack director of marketing, Katarina Rydheim. “With this campaign we’re helping brands see how the right track can spark energy into their space, and transform that energy into sales.”
“Rather than describe Soundtrack, we wanted audiences to experience it,” added Twigeo creative director Ingrid Sydow. “By choreographing silence into motion, we show how music’s invisible impact becomes real, inviting every brand to imagine its own signature sound.”
The full campaign includes the 45‑second hero film, bite‑sized cutdowns, tactical video ads and static formats, running online and in social.
Credits:
Creative Agency: Twigeo, Stockholm
Creative Director: Ingrid Sydow
Art Director: Alexander Rengifo
Copywriter: Rebecka Osvald
Photographer: Julius Hayes
Planner: Naiara Seara
Designer: Rebecca Ravik
Agency Producer: Caisa Carlson
Head of Creative: Helena Wård
Media Agency: Twigeo
Production company: Camp David
Director: Julius Hayes
Editors: Andreas Arvidsson, Olha Dubas
Post Production: Cinegrace & Tint
Original Music: Andréas Pfannenstill
Sound Design: Calm Like A Bomb
