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.
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
The selected winner received:
- A co-produced debut EP by Noble x BOSE
- 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