JBL Personalize

How do you make personalization truly personal?
JBL put that question to us. And let's face it: that's a challenge. Because the word "personal" is pretty much eroded these days. Everything is "for you," "specially selected" or starts with your first name. But when do you really feel seen? We decided not to make it bigger than it is. Sometimes the answer is just on the kitchen table. With a child with a marker in his hand, a sheet of paper in front of him and the idea, "I'm making something for Mom."

No strategy. No marketing. Just love. In the form of a drawing.

Thus was born the idea of letting children tell the story themselves. No scripts. No studio voices. No fancy talk. Just children's drawings, full of hearts, scribbles and color. Pure, messy and for that very reason a video that touches. It was that unfiltered feeling that gave the campaign its power. You recognize it immediately: that's love. As only a child can convey. Without words. Or with words that pierce right through everything.

The result? A video that doesn't scream, but whispers. And comes in for exactly that reason. Embraced internally and externally, and now rolled out in as many as five countries.