Problem: Facing competition from Sony, Sonos, and Apple, B&O needs to reposition its heritage for audio technology and design aesthetics for today’s audience.
Insight: Gen Z spends on experiences and quality. When they find those two things together, they are ready to buy.
Solution: B&O Speakers are so well designed and attract so much attention, they are more than speakers. They are pieces of art. Show B&O speakers in that environment – Sculptures that sing.
Art Directors: Isabel Ignacia, Bijou Park, Copywriters: Emily Hentschel, Lanyor Cortez
LAUNCH
Create giant versions of the speakers, giving them a profound size, scale, and depth.
Placed in three museums – LACMA (West Coast), MCA Chicago (Midwest), and Storm King (East Coast) –
B&O product experience is an art form.
PARTNERSHIPS
Leveraging the partnerships, these new sculptures will be featured on each museums site and social channels as their latest celebrated collection piece.
After a week, the museums will then announce a surprise concert to be held in-person, as well as online. Musicians will be chosen based on B&O’s brand values of craftsmanship, precision, and artistic sensibilities.
CONCERT
On the day of the concert, museum-goers will be looking around for musicians…but it’ll be the sculptures that take center stage.
It will be revealed that the works of art were designed by the audio electronics company, Bang & Olufsen.
The musicians will play their sets remotely through the speakers and people will be encouraged to use #SingingSculptures on social media to create excitement about this one-of-a-kind concert.
ONLINE AUCTION
Just like any other art collection, there will be an online auction for other masterpieces during the concert for people to bid on—signed by our artists.
