SoundMAGIC | katiedav

To work on ideas generation and focus less on the 'fancy Mac visuals,' I was given a standard brief and a week to come up with a minimum of 10 ideas in scamp form: "it doesn't matter how good the drawing is, just make sure your message and idea is clear."

THE BRIEF

SoundMAGIC are a Japanese tech company that manufactures earphones, specifically the E10 in-ear isolating earphones. The sound quality is stunning and the sound reproduction incredibly accurate: you'll hear songs you love in ways you've never heard before. They easily compete with Bose, Sennheiser and Sony products, but at a fraction of the price.

The problem? Nobody's ever heard of them. Let's change that.

SOUNDMAGIC | IDEAS & EXECUTION

THE SCAMP

THE 'BIG IDEA'

After filtering out the 'duds' and choosing my favourites, I decided to follow the 'so clear you'll hear...' idea: exaggerating the lyrics of iconic songs and suggesting their meanings would become clearer or hidden properties would be revealed upon being heard through the SoundMAGIC E10s.

The idea aimed to generate content featuring album artwork from different genres, placing the covers centre stage and highlighting music as the focus and core value of the brand.

The idea here was to use artwork/sleeves from a range of genres and feature the favourite artists - or recognisable artists - of a diverse scope of music lovers to generate a campaign with a very large reach.

Each 'demographic' can identify a favourite ad and, thus, feel some connection to the campaign and, ultimately, the brand and their product.