Taking an established brand in a bold new direction
Your sound to kick ass
Jabra was gearing up for its Q2 campaign to promote the Jabra Elite 8 Active and Elite 10 earbud range. The team wanted something big, bold, and provocative to open doors to audiences who hadn’t paid enough attention to the brand before, while still 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 centred on treating your day with a kick-ass attitude, whether you’re striving for a personal best or racing to meet a deadline.
Designed to run across print, digital and point of sale
The campaign #YourSoundToKickAss was born. Built around hero photography featuring a man and woman in dynamic ‘kick ass’ poses, it combined bold typographic headlines with flexible layouts that could adapt across print, digital, and point of sale, as well as translations into multiple languages.
A comprehensive toolkit including translations
We created campaign headlines and supporting copy for each Jabra product shout and delivered a comprehensive toolkit so each region could recreate assets in their own languages and dimensions. The campaign set the stage for Jabra’s Elite Series to demand more attention, delivering a clear message: Jabra is #YourSoundToKickAss.
