Denon and Creative Agency Madwell Create Global Campaign "Crafted for the Sound-obsessed"

Nov. 29, 2022

Independent agency Madwell is breaking its first work this month after becoming AOR in a competitive pitch earlier this year for Denon, the 100+-year-old audio brand. 

Following in the footsteps of extensive global brand research, "Crafted for the Sound-obsessed" reinforces Denon’s commitment to craftsmanship and sound mastery, speaking to the unique group of people who don't just listen to sound—they feel it. People who respect what it takes to craft the perfect song and know the only way to do it justice is to hear it on a speaker built with just as much craft and precision.

In video and static advertising that will run on OTT and CTV platforms (Hulu, Samsung, Peacock, etc.), Madwell captured the authentic experience of the sound-obsessed as they groove to a modern disco track playing out of the Denon speakers. That same song also backs 30- and 60-second audio components and social posts (static and video) on Facebook and Instagram.

In videos of varying lengths (:06, :10, :15, and :30), the camera finds the one person blissfully getting lost in sound an escape offered only by a hand-tuned, wildly vivid speaker born from more than a century of innovation. The striking visuals and spotlight effects are paired perfectly with a hard-to-forget song (Beige 70) from California-based disco artist Cola Boyy, remixed by Domenique Dumont.

In addition to the U.S., "Crafted for the Sound-Obsessed" will run in Europe (Denmark, Finland, France, Germany, the Netherlands, Norway, Poland, Spain, Sweden, and the UK) and APAC countries.