2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

We created a story which takes the form of a letter from one man stuck at home to his neighbors who are also home during the pandemic. A story which shows how even though they aren’t meeting physically, he is getting to know them better than ever through the sounds of their noisy and annoying daily routines. In the end, we reveal a slightly sarcastic twist that is the perfect excuse for the product and the brand. Revealing that while these noises may have annoyed him at first, they later become a welcome and even reassuring daily occurrence. Our film used #StayNoisy as a call-to-action, reminding people to stay home and stay positive as we get through these tough times together.

Cultural / Context information for the jury

The in-store experience is a differentiating factor for Bose. Given the premium positioning, the product experimentation and the luxury in-store service have always been crucial for Bose. Then came 2020 with its Covid19 lockdowns. Bose was forced to close nearly 120 stores world-wide, including the Middle East-a region where such elements of the customer journey play a significant role. Bose needed a game changer solution to keep consumer interest high, continue to demonstrate its differentiation and recover sales via digital channels. We gave a positive spin to the irritation brought by neighbor noises we have to deal with while working from home. We launched a campaign celebrating these sounds as a sign that people are safe and resilient. Inspired by Bose’s brand essence and its Noise-Cancelling headphones, we wrote a letter from the perspective of one character to his neighbors with a message of hope – encouraging people to #StayNoisy.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

From our own experience working from home, we realized in an unexpected and often disruptive way that we were getting to know our neighbours more than ever-by hearing their daily routines through the walls. But trying to work while your neighbor plays the accordion, watches TV, or uses their blender is quite frustrating to say the least. We gave a positive spin to the irritation brought by all these noises, and launched a campaign anchored on a distinctive, unique message for Bose. All these sounds show everyone’s resilient and safe, that life goes on – even when everything is NOT actually ok and until we don’t know when. And in this more realistic but more importantly, positive context, Bose is a brand that is tangibly there for consumers, with its noise cancelling headphones. Bose actively helped customers celebrate the new normal-it didn’t just say ‘we’re holding in there together’.