Dropping science is a longstanding musical tradition, but you practically need a lab coat for electronic musician and DJ Matthew Dear's newest song. 'Drop Science' uses more than 1,000 sound samples from machines and facilities at GE's Global Research Center in Niskayuna, New York.
Dear said the project was like 'a tightrope to walk to make sure it was equal parts experimentation, something that represented GE, but also something that was clearly one of my productions. It was an interesting blend to hit all those angles without going too far off in one direction.'
Read more about this science you can dance to, and the rest of our picks for this week's best in brand creativity.
What: 
What: Electronic musician and DJ Matthew Dear took a trip to GE's Global Research Lab and collected a wide variety of whirring, bleeping, and vibrating machinery, then used the more than 1,000 sound samples to create a brand new track.Who: GE, Matthew Dear, The Barbarian Group, m ss ng p ecesWhy We Care: It's a cool piece of content that fans will actually enjoy, and shows GE's innovative spirit goes beyond the oven in the kitchen. The brand also opened up GE's sound catalog to everyone, distributing the track, stems, and video files as a BitTorrent bundle.
What: Bissell Canada brand manager Ravi Dalchand is so confident in the brand's new Symphony steam cleaner, he cleaned a small square of space on the floor of Toronto's busiest subway station and ate pasta off it.Who: Bissell, KBS+ TorontoWhy We Care: In the era of viral videos and stuntvertising, it shouldn't come as a surprise to see brands pulling a Victor Kiam. Sure we were impressed when the president of Volvo Trucks went out on a line, but eating off a floor 400,000 people walk on every day takes things up a nasty notch.
What: Anti-litter ads that use mash-ups of tossed packaging to scold those that don't give a hoot.Who: City of Toronto, Publicis Canada, LivegreenWhy We Care: Littering has been a problem for a long time, just ask Woodsy. It's enough to bring you to tears. These ads, however, are insults wrapped in clever and creative clothing. One second you're admiring an artful mash-up of Lay's Chips and Krazy Glue, the next you're overcome with shame about that gum wrapper you dropped on the sidewalk. It's too bad some short-sighted brands have now gone and forced the campaign to be pulled.
What: Cats running a pizza place. Seriously.Who: Pizza Hut JapanWhy We Care: Umm, cats running a pizza place? YES. They can't talk on the phone, they can't make pizza, they have no thumbs, but damn if they don't look amazing in those uniforms.
Entities 0 Name: GE Count: 6 1 Name: Toronto Count: 2 2 Name: Matthew Dear Count: 2 3 Name: Orange Count: 1 4 Name: Volvo Trucks Count: 1 5 Name: Pizza Hut Japan Count: 1 6 Name: BitTorrent Count: 1 7 Name: Bissell Count: 1 8 Name: Ravi Dalchand Count: 1 9 Name: Global Research Center Count: 1 10 Name: Publicis Canada Count: 1 11 Name: Netflix Count: 1 12 Name: Lilyhammer Count: 1 13 Name: Barbarian Group Count: 1 14 Name: Victor Kiam Count: 1 15 Name: House of Cards Count: 1 16 Name: Niskayuna Count: 1 17 Name: KBS Count: 1 18 Name: Global Research Lab Count: 1 19 Name: DJ Matthew Dear Count: 1 20 Name: Ricky Gervais Count: 1 21 Name: New York Count: 1 22 Name: Gervais Count: 1 23 Name: Bissell Canada brand Count: 1 Related 0 Url: http://ift.tt/1n7iat9 Title: A Man Vacuumed a Subway Platform and Then Ate From It Description: Talk about believing in your product. In this advertisement from Bissell Canada, the company that manufactures the Bissell Symphony line of vacuums, a senior brand manager cleans a patch of subway platform in Toronto and eats from it. The faces of the onlookers says it all. Who knows?
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