menu
菜单

Live it

How will it move you

Brand strategy

Communications

products & services

KEF R Series

Launching new premium speakers

Shifting brand perception

The LIVE IT campaign was our first project with this global premium loudspeaker brand. It signalled the beginning of a long term, ongoing strategic assignment for Yang Rutherford to help shift the brand perception of KEF from its specialist niche into a broader, busy audio market.

The KEF R Series advertising campaign vividly demonstrates that a sound so pure, natural and accurate allows us to LIVE in each and every moment. Shot at very high speed, tiny droplets of rain collide and explode in remarkable detail while dancers are suspended, motionless in midair – all of which pays testimony to the exceptionally fine detail R Series delivers. By focussing on the product benefits, rather than the technology behind it, we avoided industry cliche and injected fresh life into an otherwise predictable advertising arena. To appeal to two different audiences, the R Series campaign features both classical and rock images.

Scope

Advertising Campaign
Art Direction
Film
Photography
Copywriting
Brochure

Client Comments

"The campaign enhanced KEF's premium position and created a lot of excitement for us in the market. Focussing on the enjoyment of music, the campaign was very unexpected in the crowded HiFi speaker market. It also explained complex product benefits in a concise and easy to comprehend manner."

Grace Lo
Marketing Director