CHALLENGE

Reframe JBL as a leader in wellness and creative expression to create an emotional connection between its brand and Gen Z.

INSIGHT

As life moves on, so do we. Our identities shift constantly- from breakups to breakthroughs, new friendships, new eras, moments of growth and hard lessons learned. Sound and music become the emotional archive of who we are, where we’ve been and who we are becoming.

IDEA

As the times change, so does the music you listen to. JBL introduces, Sound That Changes With You; a movement that encourages Gen Z to share their stories and reflective journies through sound during Mental Health Awareness month.