Mass Appeal Fuses Experiential and Content in Campaign for B&O PLAY by Bang & Olufsen

NYC-based micro-agency Mass Appeal has leveraged their hybrid, culture-infused model with production arm DECON to connect B&O PLAY, contemporary arm of the iconic 91 year old Danish electronics company Bang & Olufsen, with the artist community in a unique campaign that fuses experience and content.

The campaign began over the summer with the launch of THE FUTURE SERIES, a patronage-based exhibition focused on supporting interdisciplinary artists and cultural exchange with the worlds of sound, art and design.

The LISTENING MATTERS episodes punctuate the campaign with a series of digital spots that explore alternate and uncommon ways sound influences and inspires the creative musings of artists and creators of every medium.

On the heels of Mass Appeal’s Game of Thrones ‘Art of the Throne’ immersive art experience in NYC, B&O PLAY tapped the hybrid agency to bring a culturally experiential and creative approach to their debut U.S. video campaign.

Mass Appeal’s creative team tapped into their NYC art community network and beyond to curate a diverse collection of individuals with a deep appreciation and progressive interpretation for the influence of sound across creative pursuits—further establishing B&O PLAY as thought leaders within the creative community.

“My goal with the PLAY brand is to bring to life our 90+ year history of cultural exchange for a new generation through a diverse patronage of contemporary aesthetics that provides a platform for alternative dialogues around the intersection of art, technology, design and sound,” notes B&O Play U.S. Marketing Director Travis McMichael III. “I felt Mass Appeal was a perfect fit to help interpret our legacy for a new audience, having established themselves as genre-defying thought leaders for a decade, and having built a post-digital catalog of work which truly reflects the cultural zeitgeist in my opinion.”

The campaign explores the power of listening through speech, music and architectural acoustics, uniting personal stories with visuals from local urban art events. Instead of focusing on delivering experiential and digital media components separately, they integrated the two to deliver an immersive art experience that was shot and woven into a visually rich narrative spot. This experience meets content approach allowed the creative team to tailor the arc of the final piece, resulting in a poetic montage of the aesthetic of the event, straying from a docu-style and instead embracing a broader spirit of the experience.    

With a team immersed in a diverse cross-sector of creative pursuits, Mass Appeal and DECON bring a cultural lens to their work to deliver narrative storytelling that reflects the intensity of impassioned living. I would be happy to connect you with someone from the Mass Appeal creative team for additional insight on this project. Please let me know if you have any questions.