Artomatic Promotes 'Feel Appeal' Through ASMR Video

It’s a curious feature of the digital age that the more our lives are subsumed by screen swiping and endless 0s and 1s, the more we value the realm of analogue: the feel of paper as we turn the pages of a book; the soft hush of a CD slotting into its sleeve.

Artomatic, which produces packaging, literature and artefacts for brands and organisations, has long championed the physical over the digital – encouraging its designers to use tactile materials to create distinct printed objects that have physical value rather than just being image-led.  

To promote the 'feel appeal' of its services, Artomatic enlisted creative agency Accept & Proceed to design an online portfolio, which "digitally brings to life" the seductive physical sensations people can experience when handling innovative products and packaging.

To do so, they've turned to the web phenomenon ASMR (autonomous sensory meridian response), where viewers experience tingles, shivers and a sense of deep calm triggered by watching langorous, hypnotic videos of whispers, slow movements, and soft sounds. In the demo video [top], ASMR artist Emma WhispersRed smooths, crumples, strokes and flips through record sleeves, cardboard boxes and sheets of paper, all the while whispering seductively.

It might seem curious that a company that eschews, as its PR states, the “cold, dispassionate digital age” should promote its services via a website and an online phenomenon. But the point, says Artomatic, of using ASMR is to show how humans respond to physical items and their tactile qualities; a reminder that physical items have a longer resonance and create stronger connections that digital equivalents.

There are currently over 10million ASMR videos on YouTube, featuring artists engaged in mundane activities such as brushing hair, tapping and even eating.  

Many of the videos might be seen to wander in the region of titillation on their way to relaxation. One can see why Olivia Kissper, for example, an attractive blonde with a seductive Czech accent has attracted close to 300,000 subscribers with her whisperings. 

ASMR artist, Olivia Kissper

Meanwhile Emma WhispersRed - the star of Artomatic's campaign - will bewitch you with her two-hour video featuring 22 triggers, one of which is 'hand movements in a crinkle shirt'. Hmmm. That one has clocked up nearly seven million YouTube views. 

Some of the videos come up a little strange. Male artists include WhisperingOwl, whose 'steampunk role-play' video is a tad niche and wouldn't necessarily be one many of us would choose to watch at bedtime.

ASMR artist WhisperingOwl: Steampunk role play 

But different strokes for different folks. The point is there is something for everything out there and the audience for 'whisperers' seems to be growing. Google data shows that ASMR searches doubled between June 2016 and June 2018. And as the audience grows brands are getting on board. 

Last year's IKEA campaign Oddly IKEA, comprised six ASMR-style videos and featured tactile products such as bed sheets being stroked, pillowcases being fondled along with the gentle sounds of hangers jangling, and so on. One film lasted 25 minutes. 

IKEA Oddly IKEA

One of the oddest ASMR offerings out there is 40 minutes of someone leafing through a 1992 jewellery store catalogue. In the old days we'd just call this 'getting bored'. It makes you realise what an endlessly fascinating and evolving art advertising can be when brands can jump on board the 'making people bored' bandwagon. 

To experience the Artomatic ASMR experience, visit the Artomatic site.