JBL: Block Out The Chaos

Credits & Description:

Client: Jbl
Agency: Cheil Worldwide Hong Kong, Hong Kong
Entrant: Cheil Worldwide Hong Kong, Hong Kong
Idea Creation: Cheil Worldwide Hong Kong, Hong Kong
Media Placement: Cheil Worldwide Hong Kong, Hong Kong
Production: Cheil Worldwide Hong Kong, Hong Kong
Executive Creative Director: Paul Chan (Cheil Worldwide, Hong Kong)
Creative Director: Lili Jiang (Cheil Worldwide, Hong Kong)
Creative Director: Ivan Au (Cheil Worldwide, Hong Kong)
Copywriter: Paul Chan (Cheil Worldwide, Hong Kong)
Copywriter: Lili Jiang (Cheil Worldwide, Hong Kong)
Copywriter: Keith Liu (Cheil Worldwide, Hong Kong)
Art Director: Ivan Au (Cheil Worldwide, Hong Kong)
Art Director: Toby Hong (Cheil Worldwide, Hong Kong)
Photographer: Illusion, Bangkok (Illusion, Bangkok)
Illustrator: Illusion, Bangkok (Illusion, Bangkok)
Production Company: Illusion (Illusion)
Describe the campaign/entry:
Using clever optical illusions to get the message across, ‘Block out the chaos’ illustrates the intolerable noise that can be avoided—thanks to JBL’s noise-cancelling headphones.
Creative Execution:
From crying babies and barking dogs to screaming wives and daughters, our compositions conveyed the tension of extreme chaos.
The intolerable noise was blocked out with white space that represented the calming effect of JBL’s noise-cancelling headphones.
Indication of how successful the outcome was in the market:
‘Block out the chaos’ was a hit with music lovers who found the campaign intriguing and informative.
Product trials and enquiries saw an immediate rise at HMV—the largest music retailer in Hong Kong.
In other words, JBL had found its voice.
The posters became a striking representation of its noise-cancelling headphones.
And the intricate design process and meticulous craftsmanship became a symbol of its unwavering devotion to pure music.
To stand out in a fiercely competitive marketplace, JBL needed a design 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.