More Than a Present
This past Bose Holiday campaign was a perfect opportunity to push further than previous years with a new brand re-design and a concept that brought the idea of gifting a level deeper. The concept of “More than a Present” aimed to capture that feeling of not only gifting a Bose product, but gifting the experiences that only a Bose product could deliver. These were moments like, a spontaneous party, a quiet moment of solitude, or an intimate moment with a loved one. This was the feeling we tried to capture in all the layers of communication, from photography, video, typography, copy, and even textures that helped pay off the idea of gifting memorable experiences. This campaign would run for several months with key phases across all digital channels for Bose, with the aim of driving sales and clicks on Bose.com during the entirety of holiday shopping season.
Art Direction / Video / Photography
Elements of the holiday
To bring this idea to life and to have the longevity for a lengthy campaign, our goal was to create a toolkit of creative elements that we could use in a variety of ways throughout the holiday season. These elements had to support the concept of gifting those memorable moments by adding layers of meaning, but also be flexible enough to support various channels and assets. The color palette used a range of colors to give us enough to use across the long campaign and leaned into less traditional color combinations to set us a part from other holiday creative. We used the branded typography to mirror the feelings you get when receiving a gift or experiencing the moments those products deliver. We also created textures that played up the idea of unwrapping, leaning into a more abstract and raw aesthetic. The photography captured all these moments that paid off the listening experiences for multiple products. And finally the tone and copy tied everything together to drive the concept home in a fun and festive way.
PHOTOGRAPHY
The photography played a major role and was an important element within the concept. We captured 6 listening moments, 8 products, and video all in 1 day. The primary focus of the photography was to capture all those experiences and moments made possible by Bose products. These included quiet moments, coming home for the holidays, party, and after party. These gave us a breadth of assets to choose from and helped support specific product merchandising throughout the key phases. From the talent to the wardrobe, the photography leaned in on capturing the richness of all these experiences through color and set dressing. The photography also employed interesting angles to frame the talent and product, sometimes letting the product be secondary to the lived experience.
Vignettes
We also shot several vignettes during each scenario that captured each moment. These would be used in paid media, social, and on the website. Here’s some of my favorites, but we shot one for each scenario.
Animation
The typography was an element we wanted to push further by animating several of the phrases in a branded style. These would often be paired with product only assets which helped them become more dynamic and interesting. Yet another element in our creative toolkit to give each asset the same amount of feeling and impact across the communications.
display and site experience
This all came to life across the customer journey and the creative was used for the site experience, display media, email, social, and in app messaging with the goal to drive traffic to Bose.com during key moments in the holiday season. Over the course of the campaign the site traffic exploded with a high of 950K visits driven by email and set global record sales on Bose.com for Black Friday and Cyber Monday, +10% YoY.
950k site visits
driven by email (Monthly high)
650k site visits
driven by display media (weekly high)
+10% YoY
global sales record for Black Friday and Cyber Monday
CONCEPT BOARDS
These were the boards we used to sell the overall concept internally and what we shared with directors and production to bring all of our ideas to life
Copywriter: Emma Bracey / Creative Director: Gijs Winkel
Visual designer: Felipe carvalho
