A global integrated campaign that went the distance

Challenge

Everyone already knows how great Bose headphones sound. So, 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 work that reflected the pace and physicality of sport and training. Those benefits needed to feel tangible and authentic, showing the product in action and how naturally it could fit into the way our audience trains.

Solution

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

Directed and photographed by Michael Corridore, the campaign combined cinematic imagery and fast-paced editing to emphasise motion and intensity. We produced the hero film, photography and social videos, creating an integrated campaign designed to work across multiple media platforms and retail environments around the world.

The campaign rolled out in various markets across television, outdoor, retail, events, digital and social channels, with additional presence at industry events and consumer shows.

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.