Title	BLOCK OUT THE CHAOS: BABIES / DOGS / WIFE & DAUGHTER
Client	JBL
Product / Service	JBL HEADPHONES
Category	B04. Posters
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

Credits

Name	Company	Position
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
Illusion	Illusion	Production Company

The Campaign

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.

Creative Execution

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.

Indication of how successful the outcome was in the market

‘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.