Grey 2012
Brother's newest all-in-one printer, is the quietest printer in its class, in the world. And yet with no traditional media channels and no money for seeding or PR, we had to make a lot of noise, and bring Brother into popular culture.
The Printer Orchestra saw 97 vintage office machines hacked, reprogrammed and hooked up to perform Bob Dylan's The Times They Are a-Changin'. We targeted key audiences and opinion-formers to raise awareness for us. Technology and computer blogs for the techheads. Music blogs and Dylan fans for the music connoisseurs. Creative, film and culture blogs for the creative types.
Within days of launch, the online film was racking up 15,000 views a day. This continued every day for the launch month. It also featured in BBC One's Imagine with Alan Yentob discussing the power of music. Loads of blogs and websites wrote pieces on it, including Gizmodo. Fubiz. Lurzers Archive. Fastcodesign. Devour. Designboom. CNET. The Huffington Post. Creative Review. Monocle. Yahoo. It got 5 stars in David Reviews. It got Ad of the Week. Ad of the Day in the Drum. And it It picked up a Gold Music & Sound Award.
THE BROTHER PRINTER ORCHESTRA
To celebrate the quietest printer in its class, we hacked and reprogrammed 97 of the noisiest vintage office machines, turning them into midi instruments. The Printer Orchestra ushered in a new generation of printing with a performance of Bob Dylan’s The Times They Are A-Changin’.
““I preferred this to the Bob Dylan version!””
MAKING OF
