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Clemenger Group’s Activation Specialist Traffik has delivered a music experience installation to celebrate the launch of the new Vodka Cruiser Flavours range.
Dubbed The MixMachine, Traffik collaborated with fellow Clemenger Group agency and production company Made This to bring the idea to life, resulting in a structure more than five meters in length, boasting 61 speakers with 7500 watts of power.
The MixMachine installation mixed Vodka Cruiser Flavours with soda water using vibrations from the music from the night via the in-built speakers.
While drinks were prepared by human bar staff on the night to avoid long queues, the MixMachine celebrated the brand ethos by integrating technology, music, and Vodka Cruiser Flavours.
"Everyone knows and loves Vodka Cruiser as a pre-mixed drink. We needed to highlight the new format. And 12-inch sub woofers did the job just perfectly," Traffik creative director Mark Held said.
Made This head of creative technology Marie-Celine Merret Wirstrom said to materialise the concept, the teams used cymatics, which is the study of wave phenomena for sound and their visual representation.
“To get the effect we wanted, we took a lot of time in research and development with all the subject matter experts collaborating very closely. When you blend science, technology and creativity a lot of interesting things happen, and this mixing machine was truly one of a kind and a dream project to work on," she said.
Vodka Cruiser’s marketing manager Monique Di Gregorio said Remixed by Music was the perfect way to celebrate the new range of Flavours with fans.
“The creation of the MixMachine installation helped to demonstrate just how versatile our new Vodka Cruiser Flavours range is.”
Credits:
Client: Vodka Cruiser
Creative + Production lead: Traffik
Specialist Production + Content: Made This
Influencer + PR: Mango
Cymatics/sound design: Electric Sheep Music
Specialist Fabrication: Yipee-Ki-Yay
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