Sonic Moments of 2024

Sound and music are so much more instrumental to our lives than one may think. They help us communicate with each other wordlessly; to tell stories in seconds whether our eyes are opened or closed. A song can interrupt conflict, create experiences, encourage choice and decision, or simply warm our nostalgic hearts and souls.

Here’s a selection of some of the sonic moments the team at Sixième Son experienced in 2024.

Sonic Moment Brings Peace To Athletes

“Imagine” a song about world peace and unity that stopped a fight. – Colleen Fahey, US Managing Director

I loved when the DJ at the Paris Olympics stopped a fight between arguing athletes by playing John Lennon’s “Imagine”. The context of this event gave Lennon’s wistful song the power to remind the contestants of the shared values of the Olympics; friendship and respect.

Sonic Moment Bringing Life

The unforgettable sound of my daughter’s first scream, marking the start of her life’s melody- Alexis Mangou, UX Creative Manager

Sonic Moment Heals and Repairs

Mindloop Studios, Saatchi & Saatchi Middle East – Publicis Groupe ME, and Sixième Son collaborated on “Sound Affects”, the world’s first sound effects library dedicated to supporting individuals and refugees grappling with post-traumatic stress disorder (PTSD). ‘Sound Affects’ transforms royalty rights into human rights by directing 100% of proceeds to trauma reparation. The funds also help establish a sustainable and long-lasting donation mechanic for NGOs supporting the restoration of PTSD victims around the world.

Sound, here, demonstrates its tremendous emotional power. We are very proud of using the power of sound to make a real difference.- Laurent Cochini, Managing Director of Sixième Son.

Sonic Moment; Clarity In Chaos

A simple tune can find and restore a lost mind.- Val Fleur, Managing Director of Canada

We tend to say that music is a universal language but even that minimalizes what it does for our psyche. My sonic moment was watching a former ballerina with Alzheimer’s become a dancer once again from the musical reminder of Swan Lake. That’s the power of sound.

Sonic Moment Connecting Movie Go-ers To Theater

Musicals turned motion picture blockbusters.- Daina Todorovik, Chief Client Officer

In North America, Wicked, the beloved Broadway musical, became a movie blockbuster hit. Bringing the theater mainstream gives a whole new generation of young people an opportunity to experience the stage. Perhaps this will cause a resurgence of ticket sales to the original moving picture show. Special sing-along showtimes have actually been scheduled!

Sonic Moment Transforming Nostalgia Into Future Memories

DJ D-Nice’s beats turned lockdown nights into vibrant virtual parties.- Sophie de Busni, Global Communications Director

My sonic moment was DJ D-Nice playing at the US Open during Fan Week. I’m a huge tennis fan and a huge old-school hip-hop fan! Tying it all to my experience in Queens, New York was a dream come true.

Sonic Momement Embodying Strength and Courage

Celine Dion’s performance of Édith Piaf’s “Hymne à l’Amour” was both moving and inspirational.- Eva Van Woerkom, International Client Director

Celine Dion delivered an unforgettable performance of Édith Piaf’s “Hymne à l’Amour” on the Eiffel Tower during the opening ceremony of the Paris Olympics this summer. The breathtaking setting added to the significance of the moment, as it marked Dion’s first appearance since 2020, following her battle with Stiff Person Syndrome (SPS).

Sonic Moment Transcending Time

Fender celebrated its golden years with riffs that still rock.-Delphine Guérin, Chief Client Officer France

Fender’s 70’s Anniversary for the Stratocaster; The Year of the Strat was celebrated and virtuosoed well in this video.

Sonic Moment Creating Movement and Action

Lidl’s playful sonic branding reminded me that even jingles can pack a punch. – Kelly Hidalgo, Digital Marketing

Sonic Moments in Asia

Cathay collaborated with the Asian Youth Orchestra to debut Song of Cathay at an exclusive concert held at Hong Kong City Hall.

Music has a profound impact on emotions, and the concert was one of those moments where you really feel it. Having been a part of the journey from the very beginning, it was incredibly special to hear the Song of Cathay performed live at the AYO concert — pure emotion, pure goosebumps. It was truly an experience unlike any other. – Yvonne Cheong, Account Management.

2025 and Beyond

Everyone has had an experience with sound or music that has shaped us into the humans that we are today. 2025 will surely herald more.

When it comes to branding, we will hear more brand anthems re-invented like Maybelline. We will see more clever usage of platform-specific strategy. There will be digital-first audio strategies; both audio first and audio only.

Music is a superpower worth paying closer attention to in 2025 and beyond. There is so much innovation in sonic coming. We are excited to have you along for the journey.