BOS Sound Exchange
Ideation | Art direction | Campaign development | Creative direction | Creative leadership | Emerging tech | New product rollout | Strategy | Experience design
Hello, nature calling.
To launch BOS' new unsweetened sparkling range of iced teas in the US we needed a big idea that resonated with a health-conscious urban audience. From research we knew that this audience had a yearning to connect with nature.
The Cederburg in South Africa is the only place on earth where redbush, used to make BOS Ice Tea grows and geographically was home to the first people of earth - the Khoisan. It is a beautiful, ancient spiritual home that is still today unspoilt in its natural beauty. It is a reminder of the connection we have to our spiritual past.
Like the Khoisan, connecting with nature speaks to a simpler more conscious, more mindful way of living life. BOS Unsweetened Sparkling is about savouring and celebrating these moments, about taking time out from your busy day to return to the source.
The Return to the Source campaign was a way for the brand to physically and mentally connect our audience with the essence of BOS Unsweetened Sparkling. By designing fun experiences that utilised sound, we physically connected people to the roots of the brand and to an emotional state that the audience yearned for.
We placed a series of audio receiver pods in the Cederberg, strategically positioned in locations like mountains, trees, and streams to capture the ambient sounds of the nature source. For launch we created an immersive sound installation and tasting booth at Expo West, the largest natural products expo in the US. The installation, styled as a BOS Phone Exchange, featured BOS-can receivers connected to a massive boombox, playing back the recorded sounds to anyone that picks up the can-receiver.
In addition, we transformed structural shapes into boombox benches, speaker ottomans and decorative soundsystem stacks. Printed onto heavy-duty recycled cardboard, structurally for people to sit on.
