Bang & Olufsen generates custom 3D avatars based on individuals’ music tastes

The campaign, ‘See yourself in sound,’ prompts consumers to visit the website senses.bang-olufsen.com where they can either link their Spotify account or complete a short questionnaire based on their music taste. According to the brand, this will generate a bespoke virtual avatar whose body, limbs and are based on the “mood, energy and groove“ of a person’s listening history.

“Our products have been considered the best way to hear music for almost a century – something we’re very proud of,” said Bang & Olufsen’s chief marketing officer Kamel Ouadi. “In a world that is centered around digital interaction, creativity and exploring, it was essential to me that Bang & Olufsen makes a space where our community can visualize their passion for music, alongside the process of curating, listening and enjoying it.”

Incepted in 1925, Bang & Olufsen has long been lauded as a high-end audio brand. This campaign marks a shift in the brand’s efforts to remain relevant as virtual worlds gain global popularity, from social media to the metaverse. The campaign was created in partnership with Bang & Olufsen’s agency partner Hello Monday/Dept.

“The landscape for avatars and hyper-reality forms has grown in recent years and work in the digital space is only becoming more prevalent,” said Anders Jessen, co-founder of Hello Monday/Dept. “We worked closely with Bang & Olufsen to design something that not only was unique to each participant of the campaign but felt unique in the world of avatars of the present day.”

Effective today, the global campaign goes live across social media and influencer channels.

For more, sign up for The Drum’s daily US newsletter here.