JBL, a well established audio experience brand, entered the gaming audio category during the gaming surge of global lockdowns. Now the brand needed a new direction based around a modern and optimistic version of gaming.

Our strategy focused on reflecting a more evolved, joyful and sociable version of gaming, setting up a series of creative principles to move the brand into its own space in the category.

Our first creative campaign augmented inherited assets and blended them with fresh content and creative direction to create a differentiated and evolved brand position.

The campaign appeared as DVC, OOH, DOOH, Social, Fly posters and exhibition content and experience.

ROLE: Strategy, Creative Strategy, Creative Direction, Manifesto, Copywriting