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ULT POWER SOUND × White 2115
Lunch campaign for SONY's new ULT POWER SOUND series products. Created for music lovers who crave deep bass that gets the heart pumping.
About
- Year
- 2024
- Client
- SONY
- Sectors
- Consumer electronics
- Services
- Art Direction
For The Music
Sony is a brand for which both creators and consumers of music are equally important. The brand's mission is to ensure the experience of the purest sounds and ignite the emotions of fans while enjoying the songs of their favorite artists.
Our goal was to create a campaign to launch the ULT POWER SOUND series, which includes three speakers: ULT TOWER 10, ULT FIELD 7, ULT FIELD 1, and ULT WEAR wireless headphones.
Commercials
The campaign included five commercials: four 15-second spots dedicated to individual products in the series, and one 30-second spot showcasing the entire range.Each featured White 2115 in dedicated virtual worlds, i.e. the roof of an industrial skyscraper, a brutalist underground or a Mars-like setting. Each spot highlighted key features of the promoted product.
Ambassador
The first Polish ambassador of Sony audio products became White 2115, one of the most respected rappers of the young generation. His energy and style perfectly matched the character of the ULT POWER SOUND series.
He also recorded a dedicated song for the campaign, which was used in the spots, highlighting the power and depth of sound offered by the new SONY products.
Photo shoot
In addition to the spots, a photo shoot was realized with White 2115, the results of which were used in promotional materials, reinforcing the visual coherence of the campaign.
Results
Increased brand awareness: Working with White 2115, the campaign reached a younger audience, increasing interest in Sony products.
Positive creative reception: The innovative approach to showcasing products in unique settings received acclaim from both consumers and the advertising industry.
Industry awards: The campaign was awarded the Silver Sword in the KTR 2024 competition in the Craft Video, Visual Effects | FX category.
Credits
- Agency
- Walk Creative
- Production House
- Truskavka
- VFX
- Abyss Digital
- Art Director
- Przemysław Górecki
- DOP
- Nikita Khatsarevich
- Director
- Igor Leśniewski
