Danish creative studio Hello Monday, part of the growing digital agency DEPT®, has partnered with luxury audio brand Bang & Olufsen for its new campaign, See Yourself In Sound. Carrying with it a new brand direction, the campaign is “giving life to listener’s music taste in the form of interactive avatars that are totally unique to each person”.
“Research has consistently shown that the music you listen to is positively correlated with a range of personality traits, from openness to extroversion to how conscientious you are,” reads the introduction on the Bang & Olufsen website. “And it’s also a strong reflection on the subculture you choose to associate with. So we asked ourselves: what would this look like?”
As the first time the brand has ever ventured into the world of avatars, the team at Hello Monday wanted to ensure that the end result was an accurate reflection of the Bang & Olufsen ethos. Known for its envelope-pushing approach and innovative products, the avatars needed to transcend the “generic and homogenous” designs that are currently dominating the market and become something more imaginative.
GalleryBang & Olufsen x Hello Monday: See Yourself in Sound (Copyright © Bang & Olufsen x Hello Monday)
“Given the brand DNA is all about changing how people hear, see and feel the world, [we needed] a bolder, more interesting direction for the avatars [so that they] would stand out, not blend in,” says the team.
As such, Hello Monday designed a set of dynamic figures that “combine music, dance, and a bit of quirkiness. Featuring vivid colours, diverse textures and a wide range of forms, the avatars are made up of contrasting elements that catch the eye and delight the senses.
These figures are brought to life through clever and smooth motion design that sees them shake, twist and gyrate across the screen. After users answer some questions about their listening habits, or connect their Spotify account, the avatars will begin busting out moves that correspond with the user’s favourite music.
“So no matter if you’re a pop connoisseur, an obscure genre-surfer or a casual listener, your avatar is sure to surprise,” writes Bang & Olufsen. “Hear every second, cherish every note, then show it off to the world – seeing your listening habits come to life means discovering more about yourself, too.”
Bang & Olufsen x Hello Monday: See Yourself in Sound (Copyright © Bang & Olufsen x Hello Monday)
About the Author
Daniel joined It’s Nice That as an editorial assistant in February 2019 and continues to work with us on a freelance basis. He graduated from Kingston University with a degree in Journalism in 2015. He is also co-founder and editor of SWIM, an annual art and photography publication.