Circonflex - "Lorem ipsong" by PHNX Awards 2023
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| Title | Lorem ipsong |
| Agency | Circonflex |
| Campaign | Lorem Ipsong |
| Advertiser | Circonflex |
| Brand | Circonflex |
| Posted | March 2023 |
| Product | Circonflex |
| Business Sector | Advertising & Communication |
| Story | Lorem Ipsong : A song using Lorem ipsum as lyrics to connect creative professionals through the international language of advertising and design. Circonflex is a full-service post-production studio specializing in music sourcing and original music composition for advertising. They are headquartered in Montréal with studios in Paris and Toronto. Have you ever tried to pitch a client that doesn’t speak your language? Circonflex, an international award-winning music and sound agency, needed a simple yet compelling way to speak to creatives around the world, no matter what their mother tongue was. Lorem Ipsum. 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 they released with a fully animated video featuring more than 13 illustrated styles and 42 transitions to get their pitch across. Featuring the voice of Montreal singer Julien Charbonneau and the tongue-twisting delivery of Toronto rapper Ish Morris, Circonflex managed to create audio magic from meaningless gibberish. Launched simultaneously on Spotify, Apple Music, Deezer and YouTube on October 20, Lorem Ipsong smashed the KPIs Circonflex had set in only a few days. And it didn’t take long for the industry media to notice. Since then, the video has reached 226K earned views on YouTube alone. It made news around the world, was featured on Breakfast Television, and got picked up and played on rotation by dozens of local, international and online radio stations. On top of that, it inspired Instagram and TikTok creators from all over the globe. The song travelled to countries such as Russia, UAE, Germany, Egypt and Tanzania – just to name a few – and many content creators danced to it around the world! Circonflex clocked 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. Music really is a universal language, and so is Lorem Ipsum. Circonflex wanted to unite the international creative community, and prove that if they can turn lorem ipsum into a banger this good, then just imagine what kind of magic they can dream up for your projects. |
| Media Type | Case Study |
| Length | |
| Creative → Nick Paget | Vice-President |
| Cicero | Copywriting → Kyle Elich |
| Jean-Philippe Dugal | Art Direction → Nethmie Hetti |
| Jean-Philippe Dugal | Illustration → Nethmie Hetti |
| Tanguy Meunier | Audio-Post → Circonflex. Mathilde Langlois-Bettez, Craig Murdock |