2024 Winner

CASE SUMMARY

87 different countries submitted to Cannes last year. 75 to D&AD. And 66 to The One Show. So how does Circonflex, an international award-winning music and sound agency, connect with creatives from all over the world, when they don’t speak the same language?

Esperanto? Nope.
Interpretive dance? Try again.

Lorem ipsum. That’s the name of the placeholder text used by every creative working in advertising and design. The only language familiar to everyone that Circonflex needed to talk to.

Lorem ipsong.

That’s the name of the song produced by Circonflex using only Lorem ipsum. Because if Circonflex can compose a great song only using Lorem ipsum, they can compose anything.

With lyrics crafted from Lorem ipsum, Cironflex created a 1:35-minute banger. To further connect with creatives, the song, performed by Montreal singer Julien Charbonneau and the charismatic Toronto rapper Ish Morris, was featured in a fully animated video with over 13 illustrated styles and 42 transitions.

Launched simultaneously on Spotify, Apple Music, Deezer and YouTube on October 20, it smashed the KPIs Circonflex had set in just a few days.

Lorum ipsong made international news, was featured on Breakfast Television, played on over 50 radio stations around the world and has since reached 226K organic views on YouTube alone. It has traveled to countries such as Russia, UAE, Germany, Egypt and Tanzania, to name a few.

On top of that, it fuelled Instagram and TikTok creators all over the globe — even inspiring a TikTok dance.

All this resulted in Circonflex clocking 800% more website traffic than the previous year, the majority of which came from new users in countries where it has an office. That’s a lot of new ears.

Circonflex produced the first song for all industry creatives, regardless of language. And in the process, Lorem ipsong easily became the most popular
FPO song of all time.

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Circonflex
SOUND STUDIO / ENGINEERING: Circonflex, Abbey Road Studios

[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc du Sault
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTOR: Marilou Aubin
EXECUTIVE CREATIVE DIRECTION: Nick Paget
CREATIVE DIRECTION: Stuart Macmillan
COPYWRITING: Kyle Elich
ART DIRECTION: Nethmie Hetti, Jean-Philippe Dugal
ILLUSTRATION: Nethmie Hetti

[Individual Credits - Sound Studio - Circonflex]
MUSIC: Olivier Girard, Paul-Étienne Côté
AUDIO POST-PRODUCTION: Mathilde Langlois-Bettez, Craig Murdock, Tanguy Meunier
MIXING: Sydney Galbraith

[Individual Credits - Freelance]
COPYWRITING: Cicero
EDITING: Jean-François Clermont
2D & 3D ANIMATION: Jean-François Clermont