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’.