From the start of our collaboration, we framed BOSE as a talent scout with cultural legitimacy.
In this second chapter, we took that narrative further by launching a nationwide call for emerging artists, in partnership with FNAC and championed by acclaimed artist Franglish.
The idea was to combine music-driven storytelling with retail experience, reinforcing BOSE’s role in the cultural landscape — beyond product.
The objective
Design a powerful campaign with real-life impact — blending online virality with offline experience, while showcasing BOSE’s products and values, FNAC’s cultural positioning, and Noble’s creative expertise.
Our Strategic Approach
We built a two-phase talent incubator, aiming to go beyond visibility and offer a full artistic experience — from the digital entry point to the studio experience in real life.
This hybrid approach allowed us to connect with audiences on both screens and the ground — offering legitimacy, inspiration, and opportunity.
Digital activation
A viral TikTok challenge led by Franglish, where participants were invited to perform over one of his original tracks
10 finalists selected by a joint jury (BOSE, FNAC, Franglish, Noble) and a Live reaction from Franglish and local influencer Lonni
A weekend-long in-store activation at FNAC La Défense:
- Full professional recording studio setup by Noble
- Franglish attending in person to mentor and motivate finalists
Yardenn, the selected winner received:
A co-produced debut EP by Bose x Noble.
A brand content campaign as new face of Bose’s next product launch
Visibility across Bose, FNAC and Noble. platforms
from Lonni & Franglish reaction’s vidéo