|Title||BLOCK OUT THE CHAOS: BABIES / DOGS / WIFE & DAUGHTER|
|Product / Service||JBL HEADPHONES|
|Entrant||CHEIL WORLDWIDE Hong Kong, HONG KONG|
|Idea Creation||CHEIL WORLDWIDE Hong Kong, HONG KONG|
|Media Placement||CHEIL WORLDWIDE Hong Kong, HONG KONG|
|Production||CHEIL WORLDWIDE Hong Kong, HONG KONG|
|Paul Chan||Cheil Worldwide, Hong Kong||Executive Creative Director|
|Lili Jiang||Cheil Worldwide, Hong Kong||Creative Director|
|Ivan Au||Cheil Worldwide, Hong Kong||Creative Director|
|Paul Chan||Cheil Worldwide, Hong Kong||Copywriter|
|Lili Jiang||Cheil Worldwide, Hong Kong||Copywriter|
|Keith Liu||Cheil Worldwide, Hong Kong||Copywriter|
|Ivan Au||Cheil Worldwide, Hong Kong||Art Director|
|Toby Hong||Cheil Worldwide, Hong Kong||Art Director|
|Illusion, Bangkok||Illusion, Bangkok||Photographer|
|Illusion, Bangkok||Illusion, Bangkok||Illustrator|
Using clever optical illusions to get the message across, ‘Block out the chaos’ illustrates the intolerable noise that can be avoided—thanks to JBL’s noise-cancelling headphones.
From crying babies and barking dogs to screaming wives and daughters, our compositions conveyed the tension of extreme chaos. The intolerable noise was blocked out with white space that represented the calming effect of JBL’s noise-cancelling headphones.
‘Block out the chaos’ was a hit with music lovers who found the campaign intriguing and informative. Product trials and enquiries saw an immediate rise at HMV—the largest music retailer in Hong Kong. In other words, JBL had found its voice. The posters became a striking representation of its noise-cancelling headphones. And the intricate design process and meticulous craftsmanship became a symbol of its unwavering devotion to pure music.
To stand out in a fiercely competitive marketplace, JBL needed a design idea that had its own clear voice. A distinctive visual identity that would communicate the auditory benefit of its noise-cancelling headphones in a dramatic way, both instantly and effortlessly.