All about that bass: Sony gives a deaf dancer music to move to with its latest speaker range

  • Advertising
  • April 22, 2016
  • StopPress Team
All about that bass: Sony gives a deaf dancer music to move to with its latest speaker range

Sony and FCB have unveiled a new project, DEFY, to show how deaf people can enjoy music with a dancer who literally feels the music.

The campaign, features Macy Baez, a 15-year-old hip-hop dancer who was born profoundly deaf, performing a 90-second dance to a track playing through the new Extra Bass SRS-XB3 wireless speaker.

FCB executive creative director Tony Clewett says it wanted to create an authentic way for Sony to launch the new Extra Bass range.

“In walked Macy Baez - a dancer, born profoundly deaf, who literally ‘feels the music’. Search over.”

Baez is able to experience sound with the aid of cochlear implants, but relies heavily on being able to feel music vibrations, particularly bass notes, in order to dance. To help achieve that, Josh Fountain from Level Two Music in Auckland composed a track with strong base notes specifically for her.

Sony Australia and New Zealand head of video and sound Abel Makhraz says Baez is an incredibly talented and an inspirational young woman.

“We’ve enjoyed working with FCB on this campaign, from the initial creative concept, through to the production and amplification. It’s been an integrated collaboration that we’re very proud of.”

The hero video is supported by online videos, including behind the scenes content, Baez's background story and a surprise meeting for her with her idol, celebrity choreographer Parris Goebel.


Regional executive creative director: James Mok

Executive creative director: Tony Clewett

Creative services director: Jenni Doubleday

Senior creative lead: Kelly Lovelock

Creative: Melina Fiolitakis

Senior creative: David Shirley

Head of craft: Nick Smith

Retoucher: Scott Kelly

Studio director: Simon Pengelly

Head of content | exec producer: Pip Mayne

Photography / director social videos: Mike Braid

Group account director and new business director: Toby Sellers

Account director: Hannah Downes

Account manager: Laura Little

Head of strategy: Rufus Chuter

Digital strategy director: Dan West

Digital media director: Kate Grigg     

Digital media buyer: Kate Kennedy

Senior account director, PR, activation and social: Joanna James

Senior account manager, PR: Laura Platts (Douglas)

Account executive, PR: Violet Hong

Social content: Mark Cameron and Kate MacDonald

Client: Sony New Zealand and Australia         

Product: SRS-XB3

Client name: Sam Williams

Production company: Flying Fish

Production company director: James Solomon

Production company producer: Sam Attenborough

Production company DOP: Marty Williams

Production company editor: Fiona Hayden

Original music composition: Level Two Music

Composer: Josh Fountain

Producer: Tim Bern

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Wish I was there: Contiki's quid-pro-quo approach to working with influencers

  • Advertising
  • October 27, 2016
  • Erin McKenzie
Wish I was there: Contiki's quid-pro-quo approach to working with influencers

Social media stars and influencers are so hot right now, with brands across the world paying sometimes eye-watering sums to have nouveau celebs promote their products. And while this is something of a recent fad, 54-year-old Contiki built its brand on this approach long before it became fashionable. We talk to marketing director Tony Laskey about its latest influencer based campaigns, building relationships and why influencers work so well for Contiki.

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