Unveil the unexpected | Bang & Olufsen

When B&O launches an extra-expensive product, dealers ring VIPs and invite them into stores for demos. This time, we were in the middle of a pandemic. Stores? Closed. Beolab 28 was in a pickle. So I asked: why not give people a world premiere of it in their own homes?

Using a cunning mixture of print and augmented reality, we’d take our VIPs on a journey from their letterbox, to their living room where they could play with the speaker, to online where they could reserve it. The experience needed to feel exclusive and fun, but also solve a real business problem. And boy did we nail it.

First, a beautifully crafted card arrives at a VIP’s door. They read a cryptic story about a new product and are instructed: scan here with your phone. A CGI film begins to play. Then, a landing page. Then, the finale: an AR experience of the new product, Beolab 28.

Our creative direction was defined by a sense of crispness and curiosity. The accompanying CGI film, made in collaboration with Man Vs. Machine, did a lot of the heavy lifting. It follows the journey of a single musical note through the speaker and out into the world.

CREDITS

Creative Lead: Matthew Bostock
Art Director: Pierre Balser
Producer: Mia Tvenge
Motion: Man Vs. Machine