‘When it comes to sound, image means nothing’ is MullenLowe Group’s first global integrated campaign for German-based premium audio specialist, Sennheiser.
A brand with a rich heritage and nearly 75 years of audio expertise, Sennheiser’s products are respected and beloved by people who share this passion for sound. The campaign celebrates these audio experts, professional musicians and sound lovers and positions Sennheiser as the brand of choice for discerning listeners. The work parodies celebrity endorsers who try to sell headphones they know nothing about and juxtaposes models and celebrity athletes vs. audio experts such as boom operators and DJs, in videos designed to energize the Sennheiser brand and to elevate brand visibility and consumer demand in core markets the world over.
The spots end with the campaign’s theme “When it comes to sound, image means nothing”. MullenLowe U.S. also developed the new tagline for the brand’s Consumer division, “Hear the Difference”.
Media for the campaign, via Mediahub, includes online digital video and audio partners like Spotify. Additionally, MullenLowe Open designed an online and offline retail experience for the brand.