JBL / DARE TO
A GLOBAL
REBRAND
JBL NEEDED A SHIFT – To connect to a younger generation of listeners, we not only dared JBL to embrace an entirely new personality, but we also wanted to show how this generation, unapologetically, dares everyone to listen.
BRAND :30s
Brand :30s
Product-Specific BRAND :15s
JBL x DOJA CAT x JBL x DOJA CAT x JBL x DOJA CAT x JBL x DOJA CAT x
JBL x DOJA CAT x JBL x DOJA CAT x JBL x DOJA CAT x JBL x DOJA CAT x
To announce our newest JBL x DOJA CAT PARTNERSHIP , we took it to the GRAMMYS red carpet. Where we blinged out a JBL Clip to go with Doja Cat’s blinged-out outfit.
JBL x DOJA CAT
We wanted to approach production differently and authetically. So we rented out the iconic Roxy Theatre in Los Angeles and threw an intimate concert for Doja’s closest superfans. Over 600+ pieces of content were captured onsite, and the campaign alone grew JBL’s TikTok channel by over 22%.
RECEPTION
AdAge x Billboard x BusinessWire x Fast Company x PopSugar x Rolling Stone x UpRoxx
2023 | JBL x Doja Cat | Telly Awards - Silver, Music
2023 | JBL x Doja Cat | Shorty Awards - Earned Media Finalist
2023 | JBL x Doja Cat | Shorty Awards - Multiplatform Partnership Finalist
2023 | JBL x Doja Cat | Shorty Awards - Single Post Finalist
2022 | JBL x Doja Cat | The Drum - Best Celebrity Brand Partnership
2022 | JBL x Doja Cat | DigiDay - Best Use of Influencer Marketing
Thank you, team
Agency: Doner, Chicago
EVP, Executive Creative Director: Julio Desir Jr.
Senior Art Director: Mila Bengoa
Senior Copywriter: Slade Stone
EVP, Brand Leader: Kevin Weinman
Brand Leader: Brittney Jelsone
Senior Account Executive: Maddie Sager
Senior Producer: Christian Lathers
Production Company: CANADA
Director: Femke Huurdeman
Line Producer: Sarah Park
DP: Chris Ripley
EDITORS: Kelsey Harmon,
Ben McCambridge, Mah Ferraz
Photographer: Oliver Owen
Color: Dante Pasquinelli