How to enhance the connection between art and sound and make Samsung customers want to invest in a high quality audio system? Samsung's famous art and lifestyle TV "The Frame" accounts for most of the TV sales in the Nordics. The problem, and the business opportunity, is that there are few TV customers who also choose to invest in a sound system. Samsung wanted to showcase the importance of great sound, and inspire their customers to invest in a high-quality audio system to complement their TVs.

Did you ever wonder what a Hilma Af Klint painting sounds like? Did you know that colors and nuances have certain scientific corresponding sounds? Sound of Art is an idea built upon a new algorithm within the field of sonification. By analyzing Nordic masterpieces color by color, nuance by nuance – the traditional artworks get upgraded with their unique and scientifically accurate auditory tones. To turn each of the artworks’ unique set of tones into music, we let some of the most innovative music producers of the Nordics use the locally relevant piece of art as their instrument to create their own musical interpretation of it. The audio work primarily consists of tones and no words.

Sound of Art is an earned media campaign that aimed to make art more accessible and enjoyable through music. The campaign received significant coverage in Nordic lifestyle and social media, including Sweden's largest culture radio and music podcast as a completely new way to enjoy art and to make it more accessible.

Case studies conducted together with a university scientist showed that people who experienced the art pieces with our audio viewed the artwork for an average of 220% longer and found the full experience 89% more interesting. 96% wanted to experience art in the same way again.

The campaign exceeded Samsung's KPIs (Samsung Global standard of getting back investment times 3 in ad value) by over 70% in the Nordics and gained the attention of one of Stockholm's most well-known museums, which wants to collaborate with Samsung as an extension of Sound of Art, despite being a public institution.