In late 2013, Skullcandy contacted us to create a a campaign for the launch of their newest product, the Air Raid speaker. Positioning of the product was provided by the client and we were tasked with ensuring that this positioning and the key selling points were clear throughout the campaign.
In the end the final creative direction you see was chosen, something that communicated the feeling of the speaker, how loud it is and it's durability. In addition we created the tagline and hashtag "STAY LOUD" for the campaign as well as a modular style guide and graphic system to be used on all collateral. Ply provided final execution on in-store listening station graphics and print ads.
Lastly, we produced two videos for the launch. The first is a 30 second intro to the speaker and the second is a more in-depth tech video done in a humorous way featuring Sean Malto and Zak Hale.
The launch, social campaign, graphic system and in-store selling stations were all successful helping the Air Raid far exceed sales projections.
In addition, the tagline "STAY LOUD" has now been adopted as the Skullcandy tagline for the brand as a whole.
All Photography by Brigitte Sire