|Title||LISTEN WITH RESPECT|
|Product / Service||SONY MDR HEADPHONES|
|Category||C01. Brand Environments|
|Entrant||OGILVY & 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|
|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 Ernst Pascual||Artist|
|Ces Raquel||Print Producer|
|Wishnie Torres||Redworks Manila||Broadcast Producer|
|Toto Chichioco||Redworks Manila||Junior Broadcast Producer|
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.
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.
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.
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.