Soundtrack makes itself heard

 
Self-promotion The NJP sound studio in Küsnacht ordered a campaign from Advico Young & Rubicam - and won Epica Gold.
The advertising industry is considered to be very discreet. Attracting attention is frowned upon. Nobody wants to advertise themselves. Recording studios also like to be quiet when it comes to advertising their own business. The NJP recording studio in Küsnacht also adheres to this unwritten code of conduct. No sound can be heard in Advico Young & Rubicam's campaign for NJP. Nevertheless, the four print subjects have just caused quite a stir. At Epica, the ads were crowned with gold. At Eurobest, the idea was celebrated with two places on the shortlist. Nevertheless: "It is remarkable that no recording studio in Switzerland has ever produced advertising for itself on this scale before," says CD Christian Bobs at Advico Young & Rubicam.
The unfamiliar noise also started modestly at NJP, with just a logo. After 17 years of using the same stationery, Managing Director Leos Gerteis wanted to bring a different tone to his graphics. And because advertisers can also provide creative advice, the new CI has now been accompanied by a new website and ultimately an entire campaign.
"The sound makes the movie" is the claim for the four subjects. They each offer three different versions of a soundtrack for a meaningful image. A woman covers her ears. What scares her? "Machine gun, screeching birds, rock music" are offered as possibilities for the imaginary soundtrack.
With this idea, Leos Gerteis and his advertisers want to show "that audio is a powerful tool". Depending on the audio track, one and the same image tells a completely different story.
For Gerteis, these subjects therefore also form an image campaign for the medium of sound. The fact that NJP has just put a third recording studio into operation is only an indirect reason for this.
The company, run by Gerteis together with his partners Gino Todesco and Roland Frei, employs five people. NJP's core competence is creative and, as all three partners are musicians themselves, preferably self-composed soundtracks for advertising films. Current references include commercials for Sunrise and Zweifel as well as playback tapes for the TV show "Musicstar". As a new regular customer, Tina Turner, who lives nearby, has just had two new songs recorded in NJP's studio.
Now that his self-promotion has been able to enter the carousel of creative awards at a high level and will certainly continue to attract attention, Gerteis hopes that his studio will also be recognized by the industry "as a studio in a particularly creative environment" through these references.
Andreas Panzeri