CelcomDigi Nadi
2. Audio Kancils [2.5 Best use of Cultural Insights in Audio]
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Links:
Product/Service:
Telecommunications
Client:
CelcomDigi
Brief:
To propose festive campaigns that will demonstrate our brand essence of creating a world inspired by you, expressed through community/nation building by keeping consumers at the centre by providing tech/innovative solutions that enable them to fulfill their aspirations and dreams.
Solution:
In celebration of Pesta Kaamatan and Hari Gawai, Nadi is a music project that symbolizes the deep connection between people and nature. East Malaysian musicians Alena Murang, Joshua Maran, and Gindung composed an instrumental piece using sonification technology to capture vibrations from paddy plants, soil, flowers, and trees revealing nature as a living being with its own 'Nadi' and 'voice,' in need of care, love, and respect, just like humans. These natural sounds were transmitted in real time and harmonized with traditional instruments like the Sape, Sundatang, and Kulintangan, inspiring Malaysians to nurture and preserve the land for future generations.
