Client: Bose
Client: Bose
Creative Strategy • Creative Direction • Art Direction • Packaging Design
Creative Strategy • Creative Direction • Art Direction • Packaging Design
NC700 Launch
NC700 Launch
NC700 Launch
Background
Bose aimed to reinstate the brand's innovation-driven heritage and showcase their latest noise-cancelling headphones as testament to their continued innovative spirit. With the renowned Hong Kong celebrity, Shawn Yue, as their brand ambassador, they sought to develop a campaign that would embody the message of "Dare to Reimagine." The primary goal was to shift the audience's perception of Bose from an outdated and expensive foreign brand to an inventive, premium brand that inspires excitement.
Background
Bose aimed to reinstate the brand's innovation-driven heritage and showcase their latest noise-cancelling headphones as testament to their continued innovative spirit. With the renowned Hong Kong celebrity, Shawn Yue, as their brand ambassador, they sought to develop a campaign that would embody the message of "Dare to Reimagine." The primary goal was to shift the audience's perception of Bose from an outdated and expensive foreign brand to an inventive, premium brand that inspires excitement.
Solution
After conducting a thorough analysis of Bose's past communication materials, I realised that the brand had previously adopted a relatively conservative approach. The first challenge involved establishing trust and encouraging the clients to embrace change and move out of their comfort zone, in line with their vision for the new product. This led to the creation of the "Let Imagination Be Heard" campaign, which fully leveraged Shawn Yue's acting abilities while embodying innovation and highlighting the groundbreaking features of the headphones.
Given that we were working with a premium audio brand, I personally wrote the lyrics for the English and Cantonese jingles featured in the film to perfectly align with the storyline.
Solution
After conducting a thorough analysis of Bose's past communication materials, I realised that the brand had previously adopted a relatively conservative approach. The first challenge involved establishing trust and encouraging the clients to embrace change and move out of their comfort zone, in line with their vision for the new product. This led to the creation of the "Let Imagination Be Heard" campaign, which fully leveraged Shawn Yue's acting abilities while embodying innovation and highlighting the groundbreaking features of the headphones.
Given that we were working with a premium audio brand, I personally wrote the lyrics for the English and Cantonese jingles featured in the film to perfectly align with the storyline.
Long-form Launch Video
Long-form Launch Video
Social Content
Social Content
Gold Edition 30sec Video
Gold Edition 30sec Video
Outdoor Media & Packaging
Outdoor Media & Packaging
Testimonial
“I would like to commend David and his efforts on one of my projects. He delivered top-notch creativity and commitment to the job and was responsive to all my requirements. I would love to work with him again if the opportunity arises.”
“I would like to commend David and his efforts on one of my projects. He delivered top-notch creativity and commitment to the job and was responsive to all my requirements. I would love to work with him again if the opportunity arises.”
Chiao Woon Lim | APAC Creative Director at Bose Corporation