Technology originally developed by the US military is being deployed by O2 for a new campaign that will launch later this month.
The agency behind the campaign is Curb, the innovative natural media company founded by Regent's College alumnus, Anthony Ganjou. Curb are at the forefront of a wider revolution in "out-of-home" advertising with their pioneering marketing methods that use entirely natural and sustainable materials.
In what is claimed to be a world first members of the public will walk into "sound showers" in select shopping centres, outside certain stores and in bus shelters nationwide from 19 March 2012. These couple parametric arrays (mechanisms that give off low frequency sound) and electrostatic speakers to create pools of directional sound, which unsuspecting members of the public will wander into.
Meanwhile, when strolling past certain shops, people will again hear the new O2 tune picked for the campaign, as surface speaker technology will be used to turn shop windows into giant loudspeakers.
The installations sees a move away from the visual to sound and scent as a way of engaging with the public whilst not intruding upon them, says Curb founder and CEO Anthony Ganjou. Other projects developed by Curb include the living bacteria billboard for the film Contagion, crop circle ads for Hello Kitty and a sand replica of Windsor Castle.
If you do wander into a sound shower later this month, please do let us know what you thought of the experience by emailing the alumni team.