Jabra was gearing up for its Q2 campaign to promote Jabra Elite 8 Active and Elite 10 earbud range. The team wanted something big, bold and provocative to open up doors to audiences who haven't paid enough attention to the brand before, while retaining elements of the Jabra look and feel. Jabra liked the idea of a headline about kicking ass and wanted us to focus on the versatility of the Elite Series earbuds.

Our creative approach was based around treating your day with a kick-ass attitude, whether you’re striving for a personal best or racing to meet a deadline. The campaign #YourSoundToKickAss was born. Our campaign was built around hero photography featuring a man and woman in dynamic ‘kick ass’ poses and big typographic headlines that could work across print, digital and point of sale, with layouts flexible enough to adapt to copy in other languages. We created headlines and supporting copy in our campaign style for each of the Jabra product shouts. Along with the creative direction we created a comprehensive toolkit for each region to recreate assets in their own languages and dimensions. The campaign has set the stage for Jabra's Elite Series to demand the attention of more people, delivering a clear message that Jabra is #YourSoundToKickAss.