Oct. 24, 2012, 11:28 a.m. by PRETTYBIRD US
Logitech UE 'Power To The Music'Musically historical events recreated
DOJO, renowned for building brands through culture-defining ideas, launches the first-ever global brand campaign for Logitech UE. At the centerpiece of the ‘Power To The Music’ campaign are three cinematically charged films recreating actual historic events, where music played a critical and memorable role.
View the films below:
'Truce' – the story of how, on Christmas Eve 1914, in the midst of World War I, a familiar carol inspired British and German soldiers to call a truce.
'Radio City' - the story of a group of renegades in the 1960s that started a radio station in an abandoned sea tower to circumvent the BBC’s restrictions on music.
'Space' – the story of a 2007 spaceflight when every astronaut brought a music player to the International Space Station.
Mauro Alencar, Partner/ECD, DOJO, stated “This is a brand that was born onstage, and is so deeply respected by musicians all over the world, we felt the campaign needed to be rooted in deeper, richer stories. The competition in this category is fierce, but while other brands are talking about music devices as life-style accessories, we focused on the people who put music above everything else and for whom music IS their lifestyle. The “POWER TO THE MUSIC” campaign speaks to those people.
Geoff Edwards, Partner/ECD, DOJO, added, “Creating the first launch for the Logitech Ultimate Ears brand was both an honor and a huge responsibility for us. Music has always been an important and powerful force in history. It can stop wars and start revolutions. We wanted to cleverly tell those stories and declare how the way we listen to music is equally as important.”
All campaign elements are under the theme line: At Logitech UE, we live for people who live for music. The theme line reflects the belief that everyone loves music, but some people live for it. That passion is what drives Logitech UE to create the best sounding audio products in the world from wearables, to smart radios, to wireless speakers. The campaign is built on an inspirational platform where brand is as equally powerful as product, and conveys unique attributes for each product line. The campaign aligns the fine sound qualities of Logitech UE, with inspirational and powerful real stories that infuse meaning and credibility to the key thought…POWER TO THE MUSIC
Client: Logitech UE
Creative Credits: Power to the Music
Spots: 'Truce' / 'Radio City' / 'Space'
Agency Location: San Francisco
Executive Creative Directors: Geoff Edwards / Mauro Alencar
Creative Director: Chris Masse
Copywriter: Justin Kramm
Art Director: John O’Hea
Producer: David Verhoef
Director of Partnerships: Paul Burlingham
Director of Partnerships: Audrey Santamarta
Production Company: Prettybird
Director: Paul Hunter
Co-Founder/ Executive Producer: Kerstin Emhoff
Executive Producer: Ali Brown
Producer: Mark Hall
Director of Photography: Frederik Backar
Production Designer: Ged Clarke
Editorial Company: Final Cut
Editor: Stephen Berger
Executive Producer: Saima Awan
Producer: Jennifer Miller
Stefan Sonnenfeld - Colorist, Co. 3/ Santa Monica
Dan Glass - Visual Effects Supervisor, Method Studios/ NY
Jenn Dewey - Producer, Method Studios/ New York
Darren Orr -Visual Effects Supervisor, Spy/ San Francisco
Lori Joseph - Producer, Spy/ San Francisco
Stephen Dewey - Sound Designer, Machine Head/Santa Monica
Joaby Deal - Audio Engineer, One Union/ San Francisco
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