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
|
Credits
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.