Cheil Hong Kong’s campaign for JBL noise-cancelling headphones blocks out the chaos
To stand out in a fiercely competitive marketplace, JBL needed an idea that had its own clear voice. A distinctive visual identity that would communicate the auditory benefit of its noise-cancelling headphones in a dramatic way, both instantly and effortlessly.
Cheil Hong Kong’s ‘Block out the chaos’ illustrates the intolerable noise that can be avoided, thanks to JBL’s noise-cancelling headphones.
From crying babies and barking dogs to screaming wives and daughters, these striking compositions conveyed the tension of extreme chaos. The intolerable noise was blocked out with negative space that represents the calming effect of JBL’s noise-cancelling headphones.
Credits – ECD: Paul Chan. CDs: Lili Jiang, Ivan Au. Copywriters: Paul Chan, Lili Jiang, Keith Liu. Art Directors: Ivan Au, Toby Hong. Illustrator: Illusion Bangkok
1 Comment
Kinda surprised this won at Cannes (unless it was just for illustration). The campaign encouraging people to adopt a pet, used negative space so much more subtlely and the art direction was great. I know the latter won some metal but it should have won more, in my opinion. The above ads, conceptually, are real student level ideas but they are brilliantly illustrated.