JIMMI

TitleJIMMI
BrandSONY PHILIPPINES
Product / ServiceSONY MDR HEADPHONES
CategoryA01. Posters
EntrantOGILVY & MATHER PHILIPPINES Makati City, THE PHILIPPINES
Entrant Company OGILVY & MATHER PHILIPPINES Makati City, THE PHILIPPINES
Advertising Agency GEOMETRY GLOBAL Taguig City, THE PHILIPPINES
Advertising Agency 2 OGILVY & MATHER PHILIPPINES Makati City, THE PHILIPPINES

Credits

Name Company Position
Richmond Walker Ogilvy/Mather Philippines Group Executive Creative Director
Marc Devera Geometry Global Art Director
Lito Gemora Ogilvy/Mather Philippines Art Director
Michael Sicam Ogilvyone Worldwide Art Director
Mick Enrique Ogilvy/Mather Philippines Art Director
Richmond Walker Ogilvy/Mather Philippines Copywriter
Mike Garcia Geometry Global General Manager
Marie Aquino Account Manager
Jan Calleja Artist
Ricky Ambagan Artist
Erwin Pascual Artist
Jan Ernst Pascual Artist
Albers Pascual Artist
Ces Raquel Print Producer
Wishnie Torres Redworks Manila Broadcast Producer
Toto Chichioco Redworks Manila Junior Broadcast Producer

Brief Explanation

The majority of listeners are happy with standard headphones. We had to find a compelling reason for music fans to pay more for superior quality. We decided to position the headphones as a way of respecting the music, and the artist.

The Brief

Create an on-ground experience to launch the Sony MDR headphones range in the Philippines. These headphones were developed in tandem with musicians to deliver superior quality sound. The launch should target music aficionados and musicians, and give them a chance to sample the product.

How the final design was conceived

We identified a list of the biggest names in music history. We thought of ways to bring their stories of dedication to life using objects relevant for each star. From a short list we selected the three most impactful designs.

Indication of how successful the outcome was in the market

At the Sony MDR event more 300 music fans, artists and media invitees sampled headphones, and images of the posters on were spread across Instagram and Twitter. Interest spiked with #musicdeservesrespect trending on the night. The posters were also installed in four Universities, and several Sony Stores across Manila.