Getting into it with the right partner

When it came to finding the right partner to launch our newest Gen-Z-focused campaign for JBL, we knew it had to be someone who exemplified an authentic mindset — someone who was fluid, unfiltered, and, quite frankly, didn’t give a fuck what anyone thought about her.

We pitched our ideas to the queen of fierceness herself, Doja Cat, and she became JBL’s newest ambassador. Our teams worked together to create a full-scale campaign — commercials, OLVs, teasers, website redesigns, TikToks, branding, and more.

Pop out with a big idea

The concept, at its core, centered around authenticity: we knew that, to her fans, witnessing a Doja Cat performance is more than just the show, the songs, and the sound.

It’s a feeling. A feeling that stays with you, and one you want to relive over and over again. In our :30 (above) we put Doja and her actual fans at the center of our spots to exemplify the relationship between artist and listener.

Filming at Planet Her

The concert in our OLVs and commercials was completely real — we rented out the Roxy in Los Angeles and threw an intimate concert for a small number of Doja’s closest online fans. It was an all-day filming event that culminated in her performing some of her fan favorites, including “I Don’t Do Drugs” and “Get Into It (Yuh),” which is ultimately featured in the spots. Over 600+ pieces of content were captured onsite, and the creative ultimately grew JBL’s TikTok channel by over 22%.

JIBBLE JIBBLE JIBBLE!

For the social activation component of our campaign, we partnered with social agency Barbarian and production company TriggerHouse. Since Doja is known for her off-the-cuff rants on YouTube and TikTok, we let her… well, do her thing. Before the Grammys, we gave her a blinged-out JBL Clip 4 speaker (designed by Disco Daddy) to wear as an accessory, and she took to TikTok to display it. The video received over 82 million social impressions and remains JBL's top-performing TikTok to date.

a website takeover that’s right, right

During the summer months, Doja’s website was redone to reflect one of her many avid interests: online gaming. The creation ended up being a fully functioning, 16-Bit video game that audiences could interact with via an avatar. Fans could check her upcoming tour dates, watch music videos, buy merchandise, and interact with the JBL x Doja billboard to learn about her upcoming performance at the 2022 JBL Fest in October.

Need to know (about the assets)

As well as fostering the creative ideas between JBL and Doja, we were also in charge of any and all design, copy, and art production globally. For the collaboration, we took photos that could be distributed worldwide and created logos, print ads, billboards, and a toolkit. All of these were shipped out to JBL’s parter regions in Europe, Asia, and South America.

RECEPTION

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