BEETHOVEN/MOZART/TCHAIKOVSKY

TitleBEETHOVEN/MOZART/TCHAIKOVSKY
BrandWESTONE (THINKING GROUP)
Product / ServiceEARPHONES
CategoryA03. Best Use of Outdoor
EntrantDDB GROUP HONG KONG, HONG KONG
Entrant Company:DDB GROUP HONG KONG, HONG KONG
Advertising Agency:DDB GROUP HONG KONG, HONG KONG
Media Agency:OMD HONG KONG, HONG KONG

Credits

Name Company Position
Jeffry Gamble DDB Group Hong Kong Executive Creative Director
Paul Chan DDB Group Hong Kong Creative Director/Copywriter/Art Director
Ong Shi Ping DDB Group Hong Kong Creative Director/Copywriter/Art Director
Ciff Luk DDB Group Hong Kong Copywriter/Art Director
Karen Au Young DDB Group Hong Kong Art Director
Tim Lau - Photographer

Results and Effectiveness

The posters had a tremendous impact on music enthusiasts and generated considerable interest for Westone earphones. The campaign also received a great response from retailers – with strategically placed posters pushing sales to an all-time high. For very little media spend, there was also tonnes of PR through word of mouth and on the internet. This idea not only used media in an out-of-the-box way, but bought the brand essence of Westone to life through the insight that the difference is in the detail. It simply shows how good media can bring to light an even greater idea.

Creative Execution

With Westone earphones, you hear every single note and every intricate detail – across all frequencies more clearly, more defined. So we took some of the most powerful pieces of classical music ever composed and literally translated them to the posters. However, every individual detail was intricately formed using real earphones, cords and accessories. The posters became a representation of Westone’s true sound signature. And the process became a symbol of its unwavering devotion to pure music.

Insights, Strategy and the Idea

A generation is growing up largely listening to music through inferior earphones. We needed to communicate the ability of Westone earphones to bring out everything in the music for an unequalled sound and an unparalleled listening experience. However, we couldn’t just tell our cynical audience this. We had to prove it. So we did. Since Westone earphones allow you to hear every single note and every intricate detail, every individual detail of our poster campaign was intricately crafted accordingly. Through this powerful product demonstration, we wanted to blow people away with the detail they were missing…even before they listened to our earphones.