Client: Sony
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Sony asked us to name, brand and launch a new line of headphones for their US youth market. To honor Sony’s Japanese heritage, we created an iconic character named KIKU, which simply means “to listen” in Japanese. Each package includes one KIKU character which, in addition to holding the headphones, is a cute keepsake that interacts with your music.

To create buzz and introduce the new product, we created a guerilla campaign using various KIKU stickers. Onlookers are invited to take pictures of the QR codes which will lead them to the nearest KIKU vendor and/or various KIKU vending machines situated around the city.

concept + design
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