Building on JBL’s status as an expert in the live music and entertainment space, we developed ​a new campaign specifically to appeal to music-lovers who value performance-quality sound, without the need to compromise on design aesthetic. ​

Our target audience’s desire for authentic self-expression drove our creative approach for JBL Authentics – everything from their furniture to the music in their homes is a genuine expression of who they are. The campaign’s goal was to bring this individuality to life. Not just by showcasing different musical genres in homes, but by creating characters that boldly express our audience’s tastes through their space and quality sound. ​

Our hubs tapped local markets throughout the campaign development process, gathering insights and cultural nuances that informed every aspect of the work – from genre choices right down to art directional decisions on set. We obsessed on making sure all the important details in each scenario were as authentic and culturally relevant to markets and their audiences as possible, whilst maintaining the power of the creative idea.