Your Best Workout
Global integrated campaign

Challenge

Launching Bose Sport Earbuds globally meant doing more than communicating product features. We needed to turn lifelike sound, a secure and comfortable fit and complete freedom of movement into a campaign that captured the energy and intensity of sport and training.

Solution

As both creative agency and production company, we developed and produced an integrated campaign that brought the idea of freedom of movement to life. Featuring two athletes from different sporting disciplines, the campaign captured dynamic movement and high-energy training sequences that showcased the Bose Sport Earbuds in action.

Directed and photographed by Michael Corridore, the campaign combined cinematic imagery, fast-paced editing and carefully considered art direction to emphasise motion, performance and intensity. We produced the hero campaign film, a suite of still photography and social videos, creating a cohesive visual campaign designed to work across multiple platforms and in retail environments.

The campaign rolled out globally across television, outdoor, retail, events, digital and social. Large-format outdoor placements appeared in prominent locations internationally, while retail executions featured in Bose stores and partner retailers, from store entrances to dedicated product displays. The campaign also appeared at industry events and consumer shows, with paid social content running across Instagram and Facebook in multiple markets.

Results

The campaign generated strong interest around the launch of Bose Sport Earbuds and helped build awareness of the new product across multiple markets. It went well beyond its original launch, with Bose USA running the campaign for four consecutive years. Its success also led to further content with MMA fighter Janay Harding, one of the athletes from the original campaign.