B&O had a problem: brand awareness was at 1%. It was particularly unknown to Gen Z. You can’t entice a new audience with pure product marketing. So instead? A pure brand moment.
What does your music taste actually look like? What shape is it? How does it move? These questions guided the campaign. We created a bespoke digital experience that took anyone’s Spotify listening history and mapped it to a vast library of shapes, colours, textures, dance moves, and musical elements – spitting out a unique 3D avatar to keep or share.
We worked with HELLO MONDAY/DEPT to get it off the ground. For us in-house, this was a two-person production: I drove the concept, art direction, copy and overall digital experience, with a producer driving the mechanics. I focussed on rallying key departments around the idea and collaborating closely to roll this out across web, print, store, event and beyond.
Accolades
Awards: D&DAD Shortlist, 3x Gold Lovie, Webby Award Winner, Epica Award Winner + more.
Press: GQ, Hypebeast, Highsnobiety, Adweek, campaign, The Drum, It's Nice That + more.
Credits:
Creative Lead: Matthew Bostock Producer: Elena Herrero Linaza Production House: Hello Monday/DEPT
