CIMB Malaysia Day 2018: Sound of A Nation

Geometry Malaysia worked with CIMB, one of Malaysia's largest financial services providers, to ideate and develop the Sound of a Nation, a digital campaign that combines the biological signature of everyday Malaysians and the talents of the country's leading musicians to deliver a message of unity on Malaysia Day. The symphony was unique in its approach. Geometry Malaysia's idea was to demonstrate how Malaysia's people of different ethnicities could come together as diverse melodies to form a single, harmonious piece of music; therefore paying tribute to unity. For this effect, they employed facial recognition technology. Geometry Malaysia's Interface Development Team Lead, Chinling Yeo explains in the Making Of video: 'Facial recognition can identify over 27 points that make a person's face unique. We developed an algorithm that collects the most prominent points into three key zones. We put these points into a musical transcript. This gives an individual his or her unique melody.' Launched exclusively on the internet, the Sound of a Nation campaign engaged the public on all digital fronts: on social media as well as through Key Opinion Leaders (KOLs) who shared their individual melodies with followers. Most importantly, Geometry Malaysia connected the unique national optimism of this project with the brand CIMB, a bank that grew through the merging of different homegrown banks to become the leading ASEAN bank, to deliver this message to the public. CIMB's 'A New Day', an online film for National Day, invited the public to submit and translate their face images into melodies at a CIMB microsite specially developed by Geometry. Within a week, close to 1,000 face images were collected with over 500 individual melodies selected to compose the final symphony.