Urbanears asked us to create a three-month social media content calendar that includes visual ideas and narratives to establish the company identity and build brand awareness among their target audience.

After a weekend-long sprint, we've developed a social media strategy and five campaign proposals that showcase the brand's progressive values, sense of style, cultural awareness, and technical savviness. Our ideas aim to enhance relatability and build brand awareness among the target audience, all the while ensuring each concept is feasible and can be executed promptly. Below is a snapshot of that.

www.urbanears.com

Role

Creative Direction

Graphic Design

Motion Design

Team

Agri Ibrahim

Mattias Skalimowski

Collaboration is key to developing yourself as a brand and what's better than doing it with other, cool creatives? This campaign is aimed to collaborate with local as well as international creatives, highlighting what they do, their creative process and lifestyle. Preferably shot in their house or studio, they will talk about what they do and how they do it, what challenges and successes they've been facing throughout their career. Think: Philosophy, emotions, real narratives. The creatives will range from a selection of artists, producers, illustrators, designers, but it is far more important to highlight social activists in this day and age. A 5-6 minute IGTV will be posted each week on your SoMe channels and will be showcased on the highlights too. The style of the video will be shot with a handy-cam, preferably somewhat low quality and slightly pixelated with an animation of their name at the beginning of the video. Think: Gritty, lo-fi music visualised, real, authentic. Reference to I-D and Dazed Magazine.

Faulty products that get returned or damaged during production could be given a new life. Through the URBANEARS REMIX program, we're highlighting the art of recycling and turning damaged goods into illustrations, art pieces, installations, dresses - be it whatever fashion the creative feels like executing it in. The products are given to the creative in which they choose what they want to transform them in to. Frameworks will be given to the creative to follow, a 'can/can't do guideline document as well as a timeframe. The creative need to emphasise that this was in collaboration with Urbanears and provide content of the end result. Why: Old products finding a new life in the hands of local creatives. By pushing the advocacy of sustainability, you're also unraveling a side of Urbanears that has a multifaceted approach in how you reinvent your brand. A fun and exciting project that highlights your brand, local creatives and doesn't require a lot of logistics/a massive budget. All Urbanears wants in return is pictures and videos of the creatives work and process which they can showcase on their social media channels. Artworks could be shot in-house.

MAKE SENSE(S) - that explains how Urbanears activates a multi-sensory experience for their consumers in a subtle and indirect way. The copy for the photos will be targeted to the different likes, personality traits and interests of the typical Urbanears consumer. Pop culture references and current globalised situations are key to creating a deeper connection with whomever comes across this campaign. Meant for SoMe, there could be a greater impact if shown in subway stations, billboards and different physical advertising platforms. In regards posting on social media, ask the consumer: What do you have a taste in? When was the last time you smelled success? What do you have an ear for? What can you see past? Who and what do you touch? Why: Providing emotional value that leaves a lasting impression on your consumers. Experiential marketing but without the pop-up experience - the smell when unpacking the headphones, the touch of them, when you see the state of the art design, the personal taste you have in what you want - they all correlate and summarise the experience Urbanears provides. There's so many levels to what senses Urbanears bring to light, and it's important to make sense of them.

MATTIAS SKALIMOWSKI

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