Turning a global composition into an interactive experience people could mix, perform and make their own.
Harmony brought Emirates’ belief in global connection to life through music, bringing together musicians and traditional instruments from around the world in a composition designed for participation.
People could explore the individual performances, create their own mixes, then record and upload their own contribution to the composition. Every contribution became part of a shared global experience, turning different cultures, sounds and voices into an expression of the Emirates idea: we’re better together than apart.
The idea resonated beyond the experience itself. Composer Christian Saglie described Harmony as a “groundbreaking interactive music campaign,” and his Emirates theme went on to win a Global Music Award. The music continued to become part of the Emirates brand, inspiring further global participation and new interpretations in the years that followed.
Harmony Case Study.
User interface detail.