JBL launches campaign with British pop superstar Mabel

Mark Johnson's picture

JBL has launched a new campaign for its True Wireless Range with singer songwriter Mabel. 

The company said that the campaign went live in November and aims to engage JBL’s younger target audience. 

Created in collaboration with international digital agency, Dept, the campaign promotes the latest range of JBL wireless earbuds. 

Multi-channel approach 

The campaign will be featured on OOH, digital and social media channels in the UK with various outdoor formats and media.

JBL said that working with an artist such as Mabel that spans multiple genres is important as it represents the eclectic tastes of their audience and Mabel fits this perfectly by producing knock-out vocals across R‘n’B and pop tracks’.

Sound campaign: JBL's striking OOH board featuring Mabel.

“Mabel was someone we wanted to work with from the very start”, said Simona Bara, JBL’s Head of Marketing for the UK.

“She embodies everything we are as a brand through her energetic style and youthful, fresh outtake on music. We chose Dept to make this collaboration shine - and the result is fantastic.”

JBL and Dept have been working together for several years now. João Inácio, Creative Director at Dept, shows his enthusiasm around their collaboration: “We are always excited to work with JBL in such projects and we’re proud to see how our creative vision comes to life here. 

“Mabel’s inspiring story told through the eyes of JBL is something that will leave no one indifferent."

London shoot

Shot in London, the concept was brilliantly brought to life by director/photographer Alex De Mora. 

A large bespoke structure was built, which acted as our stage, enabling Mabel to express herself and explain the important role that music plays in her life.

Leveraging Mabel’s unique style and recognisable sound, Dept crafted a campaign which promotes features such as JBL’s superior sound quality and wireless freedom in an authentic way.

Adam Bulleid, VP Business Development at Globe Creative and Commercial Partnerships said: “Globe is proud to be involved in such a collaborative partnership which is a combination of a forward-thinking future icon like Mabel and an innovative audio brand like JBL. 

“The campaign was a no brainer for us as it felt like the perfect blend of two likeminded brands and audiences with serious global ambition.”

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