Good vibes welcome ✨
Never Off
With its unique ring shape, Sony's new LinkBuds let you keep every world on. Listen to music, chat with a friend, scroll TikTok and hear your city without ever having to hit pause.
Digital or real, each world is yours to explore. Listen on and stay Never Off.
Client
Agency
Sony Global
Sid Lee
Year
2022
Credits
ECD: Kris Manchester
Director: Drew Kirsch
Senior Art Director: Alice McCarthy
Production: Colossale & Radioaktiv Film
EP: Vlad Cojocaru
VFX: Carbon
AR Production: Make Me Pulse
Senior Designer: Alexis Coutu-Marion
The first of its kind
This campaign was to launch Sony's new earbud series: Linkbuds. The first ever to not follow Sony's alphanumeric naming convention.
Needless to say, clients were eager to do something bold and different to appeal to Gen-Z.
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As the creative leads, we worked closely with the Sony Global clients for over year. Together, we crafted a custom track and global launch film, OOH, and a social campaign toolkit for local market use.
Tapping into dreamy aesthetics, vibrant digital worlds, and TikTok moves, we brought Sony into a whole new era.
LinkBuds Official
Teaser
In the week leading up to the release, we built excitement with ring themed images teasing the worlds from our film and created an IG filter for influencers to post with.
Launch
After our film launch, word spread quickly with product review videos, partnered IG posts and TikToks using our Never Off track.
TikTok #NeverOff Challenge
