The electronics audio category has heard it all, literally. So when POW Audio came to us and asked to come up with a brand narrative for a totally innovative product still at a nascent stage, we knew we had to turn up the volume. CES was approaching fast. A whole positioning and branding effort was needed.
The stage was ready. Were we?
The breakthrough: a technology that allowed users to connect their phone with a best-in-class expandable speaker. All that without sacrificing sound quality. The starting point: the brand’s own DNA, centered on uniting young people while empowering them to speak up. So we created a revolutionary concept where POW invited users to turn their voice up and express themselves freely.
Revolution expressed through several hands of a truly diverse crowd raised in peaceful protest, while holding the take-anywhere speakers.
Turn it up, say it loud, express yourself like you mean it. Pow!
Strategy - Positioning
Communication - Concept, Key Visuals
Branding - Visual Identity Creation, Brand World
Photography - Art Direction
Executed @ Creable