JBL: The Orange Box
In the booming market of headphone and portable audio devices, the historic and innovative JBL brand was far from top of mind for its next generation of customers.
NERDS found that the next generation of portable audio and headphone consumers' purchase decision-making was very similarly informed to that of branded fashion and footwear purchases - it’s all about the cultural equity in the logo.
Knowing that the JBL product is second to none in the market, NERDS took a brand-first approach to devise a strategy that would secure synonymity of the JBL orange box logo with the most influential sounds in the next-gen personal audio consumer world. NERDS executed a European video podcast series featuring leading rap talent distributed across the most authentic digital platforms championing music culture in the consumers' world.