Bang & Olufsen, specialized in high-end audio, has just launched a new brand campaign, “See Yourself in Sound”. The initiative is original as it allows you to create a unique musical avatar based on your favorite songs.
Create your musical avatar
Bang & Olufsen’s new campaign offers the opportunity to explore one’s sound personality, inviting everyone to create their own 3D musical avatar via a dedicated website: senses.bang-olufsen.com.
“In a world centered around digital interaction, creativity, and exploration, it was essential for me that Bang & Olufsen create a space where our community can visualize their passion for music, beyond just listening to and enjoying the songs,” explains Kamel Ouadi, Chief Marketing Officer of Bang & Olufsen, in a press release.
This campaign is activated worldwide, with a digital and in-store presence. It will also be amplified by an influencer campaign.
How does it work?
The simplest experience is offered by connecting to your Spotify account, which allows for automatic analysis of the songs listened to. You quickly access a diagnosis of your personality, such as “Cheerful, fiery, and jazzy“, and your avatar is presented to you in motion with an associated name (e.g. “The happy strong ninja”). The avatar is unique as it is designed based on the retrieved data: songs, albums, playlists, etc.
“We have always been a brand that advocates for self-expression and personal identity by creating groundbreaking designs that allow you to listen to music through objects that delight the senses. Therefore, this campaign is a wonderful embodiment of our brand,” rejoices Kamel Ouadi.
It will then be possible to customize the avatar by adapting textures and colors, and even share it with others. The second option offered is to answer a mini questionnaire: “When I hear my favorite song, I feel…,” “In terms of dancing, my flow is more…”, etc.
How did the idea come about?
Paul Collins, the brand’s creative director, explains: “Music is not something we just listen to, it’s something we feel. It reflects who we are and who we connect with. The feeling when you listen to music you really love can transport you to another world, and we wanted to visualize that world with ‘See Yourself in Sound’.”
A desire to bridge the brand’s past and future
In 2025, Bang & Olufsen will celebrate a century of music, with the desire since its inception to be at the forefront of audio technology. That’s why the brand aimed, with this campaign, to stay both true to its heritage and open the first steps towards a new visual identity: “The landscape of avatars and hyper-reality forms has developed in recent years. So we worked closely with the brand to design something that was not only unique to each campaign participant but also something unique in the world of avatars today,” confirm the teams at Hello Monday/DEPT®, with whom the campaign was built.
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