What we did
Helped JBL recapture the hearts of Gen Z by understanding their lives, their loves and their world, then building a meaningful brand purpose expressed in a way that resonates with them.
Our approach
- 01Created a window onto the world of Gen Z, mining UGC on Visible™ to see how they express themselves across Europe, North America and APAC
- 02Crafted a fresh, authentic representation of the brand purpose, "to make voices heard", with visual and verbal guidelines
- 03Helped the brand team prioritise the subcultures where audio plays a key role, to keep evolving culture
The growth impact
Engaging and authentic creative for JBL
84%"Love" score for the campaign in early testing
82%"Relatable" score in the same testing
We worked closely with JBL and its creative agency to apply the thinking to creative development for the external launch: "Dare to Listen".
Early campaign testing“G were instrumental in helping us transform JBL for a new generation.”