30 MAY 2018
The SONOS One with voice control comes to life with vibrant 3D street artwork in Melbourne
SONOS Australia has partnered with Dentsu Aegis Network agencies, Posterscope and Vizeum, to mark the launch of its first voice-activated speaker, Sonos One, with a new integrated campaign inspired by the unique illustrations of Tokyo-based creative genius, Karan Singh.
Designed specifically for SONOS’ launch of voice globally, Singh has applied his distinctive pop-art style to create six pairs of stylised mouths, with the lips all faintly reminiscent of the world’s most recognisable rock stars.
Locally, SONOS has collaborated with Out-of-Home specialists, Posterscope, and Vizeum, to give the stylised mouths an authentically Australian voice through a campaign crafted for the market’s wide audience of modern music lovers.
The predominantly Out-of-Home campaign features a series of striking inner-city murals designed by local artist Carla McRae, and culminates in a consumer event running from 2-3 June. The ‘Dumb Speaker Amnesty’ at the Besser Space in Collingwood will give Melbournians the chance to swap their old ‘dumb’ speakers for a free Sonos One.
McRae’s work for SONOS combines her trademark crisp lines, geometric shapes, strong colour and characters with the red lips creative and a stylised version of the Sonos One speaker. One execution features giant 3D lips while another has neon lips embedded into the artwork for illuminated flair.
The three murals are situated around Fitzroy and the CBD and target Melbourne’s bustling Arts scene. These eye-catching wall murals will be supported by a digital large format presence, in addition to street posters to ringfence the executions.
Jacqui Moore, Marketing Director, SONOS Australia & New Zealand said, “This is the first time we’ve collaborated with a local artist to create these epic murals in Australia. We believe music makes life better and that’s the story we set out to create with Carla. She’s done an awesome job depicting not only energy and movement but also the voice control that comes with our first smart speaker for music lovers.”
The creative work will also form a key focus of the “Dumb Speaker Amnesty” jointly hosted by Sonos and pop culture site Lost At E Minor. The event invites Melbournians to ditch their old speakers and upgrade to the Sonos One, bringing them an platform agnostic solution with amazing sound quality and voice control.
Held at creative hub – theBesser Space in Collingwood – from 2-3 June, the event will feature the artwork of the campaign plus McRea’s murals. With McRae in residence doing a live illustration on canvas which will be auctioned to benefit The Song Room, a not-for-profit organisation that takes music education to children in disadvantaged circumstances, she will be joined by sculptor George Rose, who will be creating an installation from the discarded dumb speakers.
Lauren Farquharson, Senior Business Manager, Posterscope said, “It’s been exciting to see SONOS play with the mural format - working neon and 3D into the urban landscape. Selecting the right artist (Carla) was also important to anchor the brand in local culture: maintaining global synergy whilst injecting a Melbourne energy.”
The fully integrated campaign also includes support from PR and influencer agency Hidden Characters, a paid parternship with Spotify and social, mobile and media amplification.
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