In pictures: Shoppers donate voices for Waitrose activation

Fuse Sport & Entertainment collaborated with experiential agency Clink Clink to construct a recording studio for Waitrose to encourage the public to donate their voices to a charity song.

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The nine by five-and-half-metre experiential space at London's Westfield Stratford shopping centre featured headphones, microphones and a mini professional recording studio. Professional singers and voices were on-hand to provide expert tips to the amateur singers, who were asked to perform a rendition of Dolly Parton’s Try last weekend (24-26 October).

The live recordings will be electronically mixed with online submissions to form a virtual choir. The track is due to by released as a single, with 100% of all profits donated by Waitrose to Great Ormond Street Hospital Children’s Charity, Age UK and The Trusell Trust, and used in Waitrose’s Christmas TV advert.

Rupert Thomas, Waitrose’s marketing director, said: "We really hope Donate Your Voice will put the fun into fundraising for the festive season, especially with the growing popularity of people joining a choir. Not only will we be able to create a totally unique soundtrack which has never been produced for advertising in this way before, but the public will be raising much needed funds for three fantastic causes."

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