Title	STILL LIFE
Brand	HARMAN DEUTSCHLAND
Product/Service	JBL NOISE-CANCELLING HEADPHONES
Category	G07. Photography / Curation of Images
Entrant	PHILIPP UND KEUNTJE Hamburg, GERMANY
Idea Creation	PHILIPP UND KEUNTJE Hamburg, GERMANY
Production	PHILIPP UND KEUNTJE Hamburg, GERMANY

Name	Company	Position
Diether Kerner	Philipp und Keuntje	Chief Creative Officer
Oliver Zacharias-Tölle	Philipp und Keuntje	Executive Creative Director
Franziska Flau	Philipp und Keuntje	Creative Director
Vera Hanke	Philipp und Keuntje	Creative Director
Hannah Geisslreiter	Philipp und Keuntje	Project Manager
Ponke Hermann	Philipp und Keuntje	Final Artworker
Mareike Dörries	Philipp und Keuntje	Final Artworker
Sascha Jeide	Philipp und Keuntje	Production Manager
Reinhard Hunger	-	Photographer
Christoph Himmel	-	Set Designer

The Campaign

To demonstrate the quality of JBL’s noise cancelling headphones we reversed the perception of noise and turned it into something beautiful – we literally made art of it. We arranged today’s real-life sources of noise in the manner of traditional still life paintings, resembling old Dutch masters’ picturesque setups. By turning a classically painted scenery into a modern photo set, we captured the noise cancelling effect of JBL headphones that turns even the noisiest environment into a peaceful scenery of still life.

Creative Execution

Our picturesque real-life still life arrangements were designed and shot by the successful creative duo Christoph Himmel and Reinhard Hunger. The set design by Christoph Himmel (famous for his international editorial and advertising works for The New York Times Magazine, Men’s Health, Adidas, Mercedes Benz and many more…) in combination with the iconic editorial photographer Reinhard Hunger (famous for his longstanding international editorial works for The New York Times Magazine, The Guardian, Le Monde and others) create an impactful visual photo series. The everyday simplicity of the single elements in contrast to the artistic set design, with a lot of love to detail, is striking in its systematically shot execution. Reinhard Hunger used a typical still life light situation to translate this set design into an editorially and strong modern look.

Indication of how successful the outcome was in the market

Our motifs reached a sophisticated, urban audience through their publications in several internationally prestigious fashion and lifestyle magazines. They also received a lot of attention through their out of home hangings in the noisy urban environment, promoting the JBL exhibition appearance at the international consumer electronics trade fair IFA 2017 in Berlin. Resulting in an uplift in brand awareness and remarkably good brand perception.

To address an urban target group, interested in music, art and culture, but stressed by the noise level of a busy city environment, we created a piece of advertising that doesn’t look like advertising but like a piece of art. Our three motifs “garden”, “kids” and “household” were designed to match typical sources of noise in our urban audience’s everyday life. With our still life look we created an even bigger impact, communicating the product benefit and the high quality of JBL’s noise-cancelling headphones through real-life sources of noise, turned into still life art.