In line with Covid-19 regulations, Bose was forced to close its stores in the Middle East - a region where in-store sales have always been a crucial touchpoint for its premium product positioning. Refusing to be seen as generic with their communication, Bose knew the importance of having a societal impact during one of the toughest times ever faced by the world. And more importantly, Bose believed that by launching a brand purpose campaign and resonating with its audience, the affinity built could lead to financial success by having a direct connection with its product sales.

From our own experience working from home, we realized in an unexpected and often disruptive way that we were getting to know our neighbours more than ever –by hearing their daily routines through the walls.

With an idea fully rooted in Bose’s brand essence and its latest Noise-Cancelling headphones, we wrote a letter from the perspective of one character to all his neighbour – a message of hope in this crisis and encouraging people to #StayNoisy. Despite the fact that they haven’t met physically, the protagonist bonds with his neighbour through the noises they make. The letter thanks everyone who remains close by carrying on with their noisy daily routines.

We gave a positive spin to the irritation brought by all these noises, and launched a campaign anchored on a distinctive, unique message for Bose. All these sounds show everyone’s resilient and safe, that life goes on – even when everything is NOT actually ok. And in this more realistic but more importantly, positive context, Bose is a brand that is tangibly there for consumers, with its noise cancelling headphones.

Bose actively helped customers celebrate the new normal – it didn’t just say ‘we’re holding in there together’.

The campaign demonstrated Bose was there to accompany its consumers in this overwhelming moment with a meaningful message: #StayNoisy. The film uses #StayNoisy as a call to action, reminding people to stay home and positive while we get through these tough times together.

We selected YouTube as the best media to share our positive message, taking into account that the pandemic has confined our audience to their homes, meaning they are spending more time than ever online.