The 100-year old, iconic audio-visual brand Bang & Olufsen has 1% brand awareness globally. Their aging customer base is declining, and in recent times the brand hasn’t managed to connect with younger audiences. So, Bang & Olufsen decided to embark on a campaign that captures the attention and imagination of Gen Z by leveraging something highly personal and expressive for us all: music.

The metaverse has helped accelerate the idea of self-representation, but avatars today are lifeless, dull and expected. Bang & Olufsen wanted to create an experience that portrays people in an exciting new way – that combines music, dance and a lot of quirkiness.

“See Yourself in Sound” is an integrated, interactive, truly bespoke digital campaign. Inspired by the likes of Spotify Wrapped, the brand poses the question: what does your music taste actually look like? The answer comes in the form of a 3D dancing digital avatar, yours to keep and share.

The digital platform analyzes your entire listening history from Spotify and extracts Mood, Energy and Groove parameters, which in turn are mapped to a vast library of shapes, textures, colors and dance moves. It then combines these in a matter of seconds, like musical lego. The result? Infinite combinations and your own unique dancing avatar with a soundtrack, ready to be shared seamlessly on social media.

Bang and Olufsen is all about music, design and craftsmanship. This came through in every aspect of the campaign, from using motion capture suits and partnering with the Copenhagen Contemporary Dance School to create each dance mood, to working with a composer to create tailored soundtracks, to ambitious 3D builds. Each element of the avatar, including its accompanying name, is entirely personalized.

Bang and Olufsen is all about music, design and craftsmanship. This came through in every aspect of the campaign, from using motion capture suits and partnering with the Copenhagen Contemporary Dance School to create each dance mood, to working with a composer to create tailored soundtracks, to ambitious 3D builds. Each element of the avatar, including its accompanying name, is entirely personalized.

To kick-start the campaign, the brand leveraged influencers within the global music and design space, before extending it through earned media to industry publications. Using its brick-and-mortar networks, Bang & Olufsen brought visual expression to its storefronts across the globe.

- Within the first few weeks, over 67.000 avatars were created, resulting in a brand reach exceeding 113M and counting.

- 4M+ reach through 3rd party accounts and influencers

- Audience age splits on the website change, so many more younger people on the See Yourself in Sound pages.

- Within the first few weeks, over 67.000 avatars were created, resulting in a brand reach exceeding 113M and counting.

- 4M+ reach through 3rd party accounts and influencers

- Audience age splits on the website change, so many more younger people on the See Yourself in Sound pages.