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Famou5 Foundation: A Conversation of Consequence

30/06/2016
Advertising Agency
London, UK
4
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Credits
We worked with a playwright and developed a script of a Famous 5 “Pink Tea.” Utilizing binaural audio technology, we recorded a live performance of the piece with a specialized 360-degree microphone. By using multiple microphones set up in the ears of a dummy head, binaural audio captures sound, and then plays it back in a way that the ear and brain understand to be three-dimensional. Where conventional audio recordings provide a passive experience, binaural actively engages the listener’s brain by situating them in the space through audio. The listener doesn’t just hear, they feel. With our audio piece complete, we developed a corresponding video component that used a small shape in a subtle way to suggest where the sound was coming from. We wanted the user to pay less attention to the visual and more to the audio, so we ensured the visual element was complementary and not distracting. After nearly a century, the Famous 5’s voices were finally heard loud and clear again. The binaural experience earned a great deal of organic media coverage nationwide and has been made into a permanent exhibit to ensure the attention persists. It has also made its way into classrooms, as Canadian teachers have adopted it as part of their lessons. Additionally, it’s going to be featured as a part of Canada Day celebrations across the nation, in both in the country’s capital of Ottawa and in Calgary. All of that attention contributed to a 400% increase in traffic to the Famous 5 website.
About Critical Mass UK

In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and since then we’ve helped global clients like Apple, Nike, Diageo, and BMW (and hundreds more over the years) reimagine digital and do what no one else in their category can do. Today, we’re over 1,400 digitally obsessed employees in 12 offices, across Europe, Asia, and North America—with a major, full-service hub in London. 

What makes us different? We truly understand every part of our clients' digital ecosystems, and we deliver success by making data, creativity, and technology more connected, more efficient, and more powerful. Of course, digital never stands still, but neither do we. We help brands seize opportunities so that their customers get a better experience and a more seamless, dynamic, and personalised experience everywhere they go.

We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).

No matter how much digital changes, one thing will always stay the same—who we are. We’re a transparent, honest, values-driven, passionate partner with a can-do attitude that our clients notice and appreciate.

We’re Critical Mass, but our friends call us CM. Please call us CM.