Can you unring a bell? And not just any bell, the Ka Lay Wa Bell in Myanmar is one of the world’s...

Can you unring a bell? And not just any bell, the Ka Lay Wa Bell in Myanmar is one of the world’s biggest and loudest. GE challenged the imaginations of engineering students from around the world to apply their intelligence, knowhow and a toolkit of GE technology to come up with a new idiom and imagine an experiment to disprove it.

With over 576 entries, from across 375 schools and 35 different countries there could only be one winner. Chris Nguyen from Wisconsin-Madison University is studying Biomedical Engineering and found inspiration when he was looking at noise cancelling headphones.

To prove his theory was right, GE engineers traveled to one of the largest functioning bells in the world to execute the experiment. They rang the bell, producing a very loud noise that reverberated through the surrounding area. Then, they played the inverse phase of that sound, producing an equally loud reverberating noise. However, when played together, the inverse phase cancelled out the bell tone, creating a silent zone, and effectively, unringing the bell.

Ad Agency: BBDO, New York, USA
Chief Creative Officers: David Lubars, Greg Hahn
Executive Creative Director: Michael Aimette
Creative Directors: Gary Du Toit, Lance Vining
Head of Music Production: Rani Vaz
Production Company: Bullitt
Director: Diego Contreras
Director of Photography: Matyas Izsak Erdely
Head of Production: Elicia Laport
Producer: Jon Dawes
Editorial: Cosmo Street @ Trim Editorial
Editor: Paul Harcastle
Assistant Editor: Joshua Berger
Visual Effects: A52
Head of Production: Kim Christensen
Producer: Drew Rissman
VFX Supervisor: Andy Rafael Barrios
Telecine: Company 3
Colorist: Tim Masick
Music Composer: Max De Wardener
Mix: Sonic Union