Panasonic / Technics

Technicolour Sound: The world’s first DJ set inspired by synasthesia.

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Celebrating Technics’s 50-year legacy of originating musical colour and creativity 

The Challenge

Technics created seven limited-edition coloured decks; our challenge was to reach and engage a generation of music lovers, and prove live music isn’t just what you hear - it’s what you feel.

As a collective of music obsessives, it was a dream brief. Technics came to us wanting to make some noise about the 50th year of their iconic SL-1200 decks and its role in dance music’s limitless creativity. We knew that the campaign concept had to be as versatile and genre-defying as the 50 years of cueing, beat-matching and scratching on Technics decks.

Cue Technic Colour Sound, an integrated, three month multi-channel campaign driving reach, social engagement, and traffic to, all inspired by synesthesia – the sensation of seeing sounds as colour.

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Seven limited edition Technics SL-1200

Seven game-changing global DJs

One 70 minute multi-sensory back to back set

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The Idea

How do you stand out and successfully launch social-first content in the music space, when the last few years have been dominated with bedroom livestreams and on-screen sets? 

Given Technics’ biggest fans are the DJs who use them, we recruited seven agenda-setting DJs to go back-to-back in a truly global, 70 minute session broadcast live from across the world. Connecting DJs with their fans, this formed the heart of campaign that brought together content production, influencer selection and community engagement to tell multi-layered, multi-sensory stories that captured the imagination of 1000s of dance music obsessives across the globes. 

Square 50 Years

We ensured authentic cultural resonance through harnessing our proprietary influencer platform, Fluency, combined with deep dive research into music genres and sub-cultures. We recommended and secured Technics’ partnership with a collective of seven emerging and established DJs and producers, from the legendary Simon Dunmore, Defected Records to rising star DJ Gigola. Assigned a colour to suit their music personality, each co-developed new music using limited edition colours Technics SL-1200, in a genre- and geography-defying collaboration.

The Result

Building out from the multi-sensory, multi-genre 70-minute set, each DJ told their story of musical creativity and reflections on Technics and five, fire decades of dance music, alongside inspiring technical demos using the limited-edition turntables.  

TechniColour Sound. A world-first collaboration, breaking the barriers between genres, disciplines, reaching dance music fans and across divides, bringing people together to talk about the nature of music and creativity, and building belief in Technics as one of the iconic music brands of choice, now, and for the next fifty years and more.

Let the beat play on. 

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