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Award: Graphite Pencil
Graphite Pencil / Radio Advertising / Radio Advertising over 30 seconds / 2014
Dove’s ‘Real Beauty’ campaign is world famous for championing every woman’s right to feel beautiful. Now we’ve taken this highly visual campaign onto radio. How? By using a computer trick called ‘auto-tuning’ that makes any singing voice sound perfect and unreal. Being essentially the audio equivalent of Photoshop it gave us the ideal technique to address excessive retouching in the media in an emotionally impactful and surprising way. SLAVE // Sound Design & Use of Music for Radio Advertising, #09780: Dove’s ‘Real Beauty’ campaign is world famous for championing every woman’s right to feel beautiful. Now we’ve taken this highly visual campaign onto radio. How? By using a computer trick called ‘auto-tuning’ that makes any singing voice sound perfect and unreal. Being essentially the audio equivalent of Photoshop it gave us the ideal technique to address excessive retouching in the media in an emotionally impactful and surprising way.
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