Nocturnal Animal Symphony

The Dutch night is one of the most light polluted in the world. The remaining Dutch biodiversity is most active at night, yet who still listens to animals at night?

De Nachtdiersymfonie (Nocturnal Animal Symphony) is a campaign that lets a public across our country listen to the night of the Netherlands, now and in the past.

For this campaign, I concepted and produced the 5 symphonies, voice overs and all campaign assetsw. On 12 locations, 300+ night walkers listened and walked back into time. From 120 thousand years back, to a mere 25 years ago.

In five cities, a digital out of home campaign promoted our 10 (!) simultaneous walks to 1.47 million people across 15 days.

By framing the sounds of nocturnal animals as a cheeky and fun symphony, we also reached 65 different Dutch media titles.

Our illustrated visual world made the campaign recognisable at a glance both in our extensive out of home campaign and across various digital and social titles.

By turning an abstract issue into a sensory experience, we gave media a story they could pick up on their own terms, and build broad awareness on a modest budget.

Results

The campaign reached roughly 1.54 million people.

Earned media delivered a realistic 600,000 to 1.7 million reach, plus roughly 1.1 million radio listeners. Digital out-of-home added up to 490,000 unique people (1.47 million gross contacts). Estimated media value comes to about €113,800. Earned coverage alone has an AVE of €75-105K and a market value of €35K.

We achieved a 6x on a modest budget.

Credits

Soundscapes and voice-over recordings: Audentity, Niels den Otter
Camera, direction & video editing: Jotja Bessems
Photography: Marcelle Ohm
Illustrations: Malou Kuijper
Art direction & poster: Jarr Geerligs
Digital design, animations & scaling: Anniek van Halteren
PR: Bernadette Eckebus
Headsets: Silent Disco Viking
LUNA coordination: Chris van der Veen
Campaign production: Judith Holwerda & Sidney Vollmer
Strategy and creative direction: Sidney Vollmer
All-round communications handling & support: Jacey Thurston and Jisca Buskens
Digital out-of-home: blowUP media (Iris Schuurman)