A campaign for the Electrolux Ergothree vacuum cleaner challenged an orchestra to play 'Carmen' while keeping the noise level under 43dB. Electrolux chose 43dB because that's approximately how loud an Ergothree vacuum is. In front of a live audience, the orchestra set out to play the song as quietly as possible. This proved to be a significant challenge since Carmen was not meant to be played quietly. If the orchestra went over 43dB, a screen behind the stage would turn red and a flashing light would go off.
The campaign was conceived and implemented by ad agency TBWA\HAKUHODO. TBWA\HAKUHODO developed the promotion in an effort to promote the Ergothree in the Japanese market. The ad agency worked to brand the device as a calm and peaceful alternative to traditional vacuums.
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