Connecting Spaces


B&O Play M5


Connecting Emotions

Beoplay M5 is a powerful, connected speaker that can function as a standalone or be connected to other speakers across multiple rooms. B&O Play asked us to help them bring the new product to market. It was important to communicate the functional of a network speaker and the premium design, but without becoming a features and spec driven campaign. They also wanted something that would be emotional and inspiring enough to engage their young and more mature audience – without the use of paid media. And an idea that could be part of the company's new brand platform ‘Make Beautiful Music’.

Connecting Music

We set out to create an inspiring and story driven experience, that positions the product in gorgeous surroundings, and underpins B&O Play’s brand position ‘Make Beautiful Music’. The solution was an integrated campaign ‘Connecting Spaces’. The idea is a multi-room music experience in breathtaking surroundings, featuring the London based Danish artist Mont Jake. Mont Jake composed a track to create a seamless and connected experience at the beautiful Ny Carlsberg Glyptoteket in Copenhagen, connecting music, emotions and spaces. The integrated campaign featured a film of the experience, a gorgeous campaign website, instore films, social media content, as well as behind the scenes editorial content about the creation of the music.

A delightful, emotional and engaging story driven campaign

The campaign and has quickly become one of the most viewed and engaging B&O Play campaigns on Facebook, Instagram and YouTube. And the website has already received several awards.

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Behind the scenes

To shoot the film and the photos we had a 40 man+ set up in Glyptoteket with two groups working simultaniously creating the film as well as photos for the campaign and packaging. Our two Creative Directors went with a group each and we got all our assets in the books in a single intense day.

For this project we did overall concept, helped setup a partnership between B&O Play and Glypototeket. We identified the artist and facilitated the collaboration. We created the 90 sec campaign film with a partner production company. We created video content for instore, social media and the B&O Play Journal. And we designed and developed the campaign website.