A world first - James Boag unveils "meteorphonium" in new campaign

Rachael Micallef
By Rachael Micallef | 19 October 2015

James Boag has used a bespoke instrument that turns the wild Tasmanian climate into music, to highlight its “rugged to refined” brand story.

The campaign sees the brand tie up with BAFTA award winning composer, sound designer and audio specialist, Nick Ryan, to design an instrument – the James Boag Meteorphonium – which turns environmental and meteorological readings into sound.

The Meteorphonium made its debut performance in Ben Lomond National Park, taking data readings from a weather station including wind speed, humidity and atmospheric pressure to stimulate its mechanical movements to create music.

Lion brand director Jack Mesley said the instrument aims to bring James Boag's “rugged to refined” brand story to life.

“We wanted to bring to life our brand story in an interesting and unexpected way,” Mesley said.

“Though the medium of music, we were able to showcase how James Boag draws on the rugged landscape of Tasmania to create a smooth and refined product.”

See the Meteorphonium's debut symphony below:

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