Electrolux's new vacuum is so quiet you can barely hear it. The brand's "ergothree" line doesn't rise above 43 decibels -- but what does that mean? To demonstrate, TBWA Hakuhodo held a concert called "43dB Symphony," featuring an orchestra led by a sensitive conductor who had a sound-level meter in front of him. If the sound levels increased -- either because of an overzealous member of the orchestra or the audience -- they got rewarded with a stern look by the conductor.
The orchestra played "Carmen" without going over 43dB -- it's a track that usually exceeds 90dB when performed.
We've seen a concert as the setting for brand creativity in the past -- notably by BNP Paribas, which introduced a mobile-only bank with a mobile orchestra, as well as Unilever's Cream Silk, which tested the strength of hair washed with the product by making violins out of it.