M&C Saatchi Group have produced an integrated brand campaign for NOISE, temporarily designed to promote their second inter-agency ping-pong tournament, Ping-Pong by Noise 2013. 

It all leads to an app called ‘Noiseboard’: 27 sound-bytes for a range of situations universal to all creatives. And it’s not only fun, thanks to the work of M&C Saatchi’s digital production studio MAKE, it’s a technological breakthrough.

The entire website is created programatically in HTML5 with the 2D Canvas, with no traditional graphics. Whenever a soundbyte is played, it animates a Noise logo – a process generated completely by the browser, using the Web Audio API in real-time.

The design builds on the core principle of Noise’s recent visual identity launch where sound was used to produce the company’s new personalised ‘Soundflake’ logos.

The site is launched with a video called ‘A Day in Creative’, animated by Resolution. The animations have been meticulously created to respond to a rich bed of original music and sound effects by Noise, and a Lee Perry voiceover, comprising all the sound-bytes on the Noiseboard itself.

The website also works on mobile as an app, but the desktop version is where a user can register for Ping-Pong by Noise 2013.

The tournament itself, supported by event partners Table Tennis World, Four Pines Brewing and The Catering Department, will be held over three consecutive Thursday nights in April, and will see agency creatives, designers and producers (no suits!) battle it out to be crowned Adland’s Ping-Pong Champions.

Teams will compete for cash prizes for the winners and runners up, with the winners also taking home the coveted Ping-Pong By Noise trophy which has resided at reigning champions Leo Burnett’s since the last tournament.

View the video & app here: noiseboard.com.au

Our CommBank ad made clever use of the first ‘compact’ edition of Fairfax weekday newspapers when it ran in The Sydney Morning Herald and The Age today.

The full-page ad appeared to have its headline text; ‘Things CAN change overnight’ and the CommBank logo cut off as though it was a broadsheet execution jammed into a compact (tabloid) space.

The copy underneath, slightly clipped at the edge, highlights the benefits of CommBank home loan customers availing a special offer to fix their rate to mitigate against changes that happen.

M&C Saatchi Regional Creative Director Tom McFarlane said the ad capitalised on the unique opportunity.

“It’s such an historic moment. The paper is 181 years old and this was just too good an opportunity to miss,” Tom said.

“Frankly we were surprised more advertisers didn’t do it to create a point of difference.

Tom added he was very grateful for Commonwealth Bank Chief Marketing and Online Officer Andy Lark and his team backing the idea with such enthusiasm.