Creative Corner: Dolby's musical art, edible soap and mayonnaise injustice

Happy Friday and welcome to Creative Corner!

I suspect, by now, you’ve had your fill of April Fools, so I’ll spare you. 

This week I’ve immersed myself in Dolby’s sonic reimagining of classic works of art, The Hygiene Bank’s edible bar of soap that highlights the choice some people have to make between eating and washing, and have taken a look at how Hellmann’s is trying to address 'mayonnaise injustice' (no such thing in my eyes dear reader).

How does art sound to you?

Art can be a very personal experience. What is art for one is not necessarily for another. “What do you see in that?” is a common remark. But what if you can’t see at all? In a groundbreaking collaboration, Dolby Laboratories and the Royal National Institute of Blind People (RNIB) have set out to change that.

‘Sound of a Masterpiece’ reimagines iconic masterpieces from Da Vinci’s ‘Mona Lisa’ to Hockney’s ‘A Bigger Splash’ by transforming them into auditory journeys that allow listeners to hear, feel, and truly engage with the paintings.

The project aims to offer blind and partially sighted individuals a chance to experience art through an immersive soundtrack crafted in Dolby Atmos.

Visually impaired composer Bobby Goulder worked alongside the New Radiophonic Workshop—famous for crafting the ‘Doctor Who’ theme and scores for Oscar-winning films—to bring these visual wonders to life through sound. From the pond-like dripping of the ‘Water-Lily Pond’ by Claude Monet to the haunting sounds of ‘Scream’ by Edvard Munch, each track offers a unique sensory experience.

The initiative aims to highlight the challenges faced by not only those with visual impairments but also the general public. Research reveals that almost half of people struggle to connect with art, and many feel intimidated by galleries.

‘Sound of a Masterpiece’ is available on Apple Music, Tidal and Amazon Music. And fittingly, all proceeds go directly to supporting RNIB’s vital work.

Having had a listen, my words don’t do the work justice, so why not have a listen and immerse yourself in a new kind of art experience? It’s a step toward breaking down the barriers that prevent many from connecting with the world of art.

Edible soap

Research from The Hygiene Bank shows that nearly 8% of the UK population is currently experiencing hygiene poverty, with 5.3 million adults nationwide having to choose between buying food or basic hygiene products, such as soap. It’s a harrowing statistic and one that, despite the gravity of the issue, those more fortunate remain largely unaware.

UK charity The Hygiene Bank has been a long-time campaigner in raising awareness about hygiene poverty, and its latest campaign takes the choice between buying food or a bar of soap to literal levels.

In collaboration with ethical beauty brand The Good Wash, they have created ‘The Edible Soap’—a soap bar made with organic cacao butter, oat flour, avocado oil, tomato sauce, toast flavouring, bean flavouring, paprika, and Celtic sea salt, emulating a baked bean flavour.

The arresting initiative is designed to not only raise awareness of the issue but also raise much-needed funds to support The Hygiene Bank’s mission of providing free hygiene products to those in need. Available for a £15 donation through The Good Wash website, the soap not only acts as a valuable platform to tell people about an issue they weren’t aware of, but it also calls on the government to remove VAT from soap, making it more accessible to all.

With renowned chefs like Chantelle Nicholson jumping on board to create unique dishes with the soap, this bar can help ensure that no one has to choose between hygiene and food.

The Mayo Exchange

Friday night is fish and chips night for me, and when I eat my chips, I like my ketchup. However, in what is a personal Marmite moment for me, some people inexplicably prefer mayo. 

Well, mayo fans rejoice because Hellmann’s is answering your prayers. The popular mayo brand is taking a stand for condiment fairness. Why? They think that for far too long, ketchup has been handed out willy nilly at fast food chains while mayonnaise comes at an extra cost. Hellmann’s believes that every condiment lover deserves to enjoy their favourite sauce without paying more.

In a novel twist to address this sauce injustice, it teamed up with two currency exchanges, Thomas Exchange Global, and Currency Exchange Corporation, to create the first-ever ‘MayoExchange’. From April 3rd to 10th, customers across the UK can visit 62 participating exchange bureaus and trade in their unwanted ketchup sachets in exchange for Hellmann’s premium mayonnaise.

Ketchup while you can. I’ll get my coat….

Well, that wraps up another Creative Corner!

As ever, if you’re launching something that deserves a spot in Creative Corner, or have seen a campaign you just love, please do share it with us. Email paul.lucas@fanclubpr.com