# Compressed Musician Ads The Locomotiva Discos Campaign Promotes Better Sound Quality By Meghan Young | Published 2014-05-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/locomotiva-discos References: [adeevee](http://www.adeevee.com/2014/04/locomotiva-discos-keep-music-uncompressed-outdoor-print/) & [cheil](http://www.cheil.com/) There is a reason why the quick and high quality compression program fictionally developed on the television show 'Silicone Valley' is so highly coveted and the Locomotiva Discos ad campaign addresses it: the sound is so much more enjoyable. In this case, however, the ad campaign urges people to 'keep music uncompressed' in order to maintain quality over convenience. Conceived and executed by [Cheil](https://www.trendhunter.com/trends/data-driven-digital-experience), an ad agency based in São Paulo, Brazil, the Locomotiva Discos ad campaign depicts famous musicians and bands including Amy Winhouse, Kiss and Luciano Pavarotti as being constricted by a machine as they go down a conveyer belt. It was art directed by João Gabriel Gragnani and Thiago Fernandes with creative direction by Fred Sartorello. The cartoonish images cleverly visualizing the undesired compression were shot and illustrated by [Studio Mutato](https://www.trendhunter.com/trends/collection-studio). ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 9% | Activity: 23% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Uncompressed Audio:** As consumers prioritize audio quality, businesses can market and provide uncompressed music streaming services. - **Innovative Advertising Campaigns:** Companies can create engaging and creative advertising campaigns that promote the value of their products or services. - **Animated Visual Storytelling:** Animated ads like Locomotiva Discos can capture consumer attention and drive brand recognition. ### Who This Affects Most - **Music Streaming Services:** Music companies can differentiate themselves by offering high-quality, uncompressed streaming services for audio enthusiasts. - **Advertising:** Companies can incorporate innovative and captivating visuals into their advertising campaigns to stand out from competitors and drive consumer engagement. - **Animation:** Animation studios can partner with businesses to create visually stunning and engaging content for brand promotion and marketing purposes. ## Related on Trend Hunter - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md) - [Playable Beer Coasters](https://www.trendhunter.com/trends/budweiser-campaign.md) - [Musical Beer Campaigns](https://www.trendhunter.com/trends/desperados-beer.md) - [Emotive Song Campaigns](https://www.trendhunter.com/trends/sos-songs-mental-unimed.md) - [Sound-Focused Ice Cream Ads](https://www.trendhunter.com/trends/magnum-ice-cream-ads.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Music-Centric Holiday Campaigns](https://www.trendhunter.com/trends/unwrap-expression.md) - [Amusing Work Platform Ads](https://www.trendhunter.com/trends/monday-platform.md)