2022 Winners & Shortlists

Background

Bose was launching its latest innovative product, the Bose Frames, a pair of sunglasses designed for active consumers, to allow them to experience high-quality sound—without the hassle of headphones. With the exclusive Bose Open Ear Audio™ technology, the product seemed made for Dubai, where the sun shines all year long. We needed to create a launch campaign, to announce the new product while standing out from the competition. We decided to create a campaign that visually translates the mindset of athletes and active consumers, while remaining true to Bose’s creative brand essence.

Describe the creative idea (40% of vote)

We want to portray the advanced sound experience using the 2 major sports activities in the UAE: running and cycling. Based on the insight that people rely on music to ‘get in the zone’ while working out, we translated this mindset visually, while also highlighting the benefits of the product, and remaining true to Bose’s creative essence.

Describe the execution (40% of vote)

Through very dynamic and stylized illustration, we wanted to bring out the idea that the surroundings of the athlete are being transformed by the sound coming out of their frames. A depiction of how they feel like the songs are literally placing them inside music.

List the results (20% of vote)

The campaign increased product awareness, as we witnessed an increase in interest and inquiries relating to the product. There was also an increase in product testing, as more people were going in store to try out the frames. Brand perception also shifted, as active consumers in Dubai found a much-needed solution for their problem.