Sounds Commercial Blog

With Affinion’s partnership with Sounds Commercial entering its 8th year, the challenge to better the previous year’s Affinion ACE Awards was more important than ever.  Audience expectations for this flagship event have been consistently exceeded year on year employing all creative and technical disciplines of Sounds Commercial.  At 12 months in the making, the Affinion ACE Awards 2012 again raised the bar and laid down the gauntlet for the 2013 awards!

Building on the participation in the pre-event filming for the 2011 ACE Awards when over a hundred staff performed the same choreographed dance routine in a flash mob production VT, for 2012 the challenge was that of a large scale dance battle.  With a dozen dance crews all having their own bespoke routine to perform in a fully lit HD camera studio set-up, the challenge was on! 

A full day of heats culminated in a grand final creating an electric atmosphere.  The reaction when the VT was shown on the evening was palpable and deserving of the standing ovation it received from the entire audience – the winning crew were ecstatic!

The ZooNation Dance Company has performed at major events including the 2008 Beijing Olympic Handover Ceremony, Nelson Mandela’s 90th Birthday Celebrations, the 2011 Laurence Olivier Awards and now the Affinion ACE Awards 2012!  Fresh from the success of their award winning new West End production, Some Like it Hip Hop, a green screen shoot with their top performers was completed utilising state of the art HD cameras and motion tracking software to create in post production a full 3D environment.  The impact of this opening VT was matched by the vibrancy of the award sting VT edits that introduced each of the awards.

Lucie Jones, X-Factor finalist and star of stage and screen performed a terrific set during dinner and opened the show with a stirring number that set the mood and captured the audience’s imagination.
With a 44 ft widescreen, a custom designed Orwellian dystopian themed set and stage and the latest HD projectors, the scene was set for an awards show that yet again exceeded the audience’s expectations.

With planning for next year already underway, the challenge has yet again been set for a roof raising 2013 event!

With its roots in the east End of London, Lee Cooper is one of the few denim labels with a genuine heritage story.  Sounds Commercial continue to work in partnership with Lee Cooper as they build on their legendary British brand worldwide and this was demonstrated by their most recent international
conference and Autumn Winter Collection Launch in Berlin.

The venue was the Marriott hotel near Postdamer Plaz not far from the Brandenburg Gate, and proceedings kicked of with a welcome speech from Andy Dunkley, CEO of Red Diamond Holdings. Presentations followed from the product, design and marketing teams. 

After the presentations the guests were invited to a sumptuous buffet, before being invited to see the collection show in a full on high energy fashion show.  Brilliant choreography delivered the excitement of what the Lee Cooper new range had to offer enhanced by an ever changing colour scheme with stunning use of intelligent lighting and a crystal clear sound enhancement system.  Press from all over Europe came to the show making it an exclusive high profile event.

The stage setting was a striking backdrop of curves and straight cut edged panelling receptive to the blend of the lights, with the main focus emulating from model to screen via high intensity projection, enabling every outfit to be enjoyed from every angle.
Sold in over 90 countries worldwide and enjoying double digit growth year on year, Lee Cooper stays true to its heritage of Britishness, Work Culture and Music. Sounds Commercial work hand in hand with Lee Cooper ensuring the delivery of their launch compliments their heritage and approach.

“I just wanted to thank you for your help and fantastic support at the conference in Berlin this week, feedback has been terrific and we have managed to build on the show we did in Luton in April, and now we have to plan it all over again for the next one!  Once again thanks for making it happen and I look forward to working with you again in the very near future.” 

Trade Marketing Manager, Lee Cooper Brands Ltd.