heads up - thrive global x bose (2019)
To increase market awareness and affinity for Bose Headphones 700, voice assistant enabled headphones that allow users to operate their devices without look down at them, Thrive Global partnered on a branded campaign to help people “look up” and learn about the personal and scientific benefits of living a heads up, present life.
role: as the Creative Co-Lead for this campaign, I was tasked with ideating the campaign concept “Heads Up” and creating the proposal then worked closely with the client solutions, production and editorial teams on the creative execution of the multi-platform campaign.
awards:
2020 Webby Nominee Social Education & Discovery (Video)
In the campaign for the brand, we created a multi-platform media campaign, including a variety of video content, editorial articles, Instagram posts and stories, etc. We simultaneously executed an influencer strategy to reach a wider audience for the campaign driving home the message: “Live life heads up.” The campaign garnered very high on-site engagement across the editorial guides as signaled by the 3x above-benchmark average time spent on page as well as an average CTR across social about 2x above Thrive Global's benchmark.
the science behind looking up
In this Webby Nominated social video, we explored how our brains have incredible mechanisms to unfry themselves when they’re overloaded. All you have to do is look up from your phone and let your brain do the rest.
beyond brainstorming
To demonstrate how the Bose 700 Headphones allow for uninterrupted work, we tapped Creative Director and Brother Vellies founder, Aurora James to share how she stays focused and draws inspiration from the world around her.