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JBL Launches Campaign With British Pop Superstar Mabel

JBL launches a new campaign for the JBL True Wireless Range with singer – songwriter Mabel. Mabel is the newest member to join #TeamJBL; a group of global celebrity brand ambassadors.

The campaign, featuring Mabel, went live in November and aims to engage JBL’s younger target audience. Created in collaboration with Dept, international digital agency, the campaign promotes the latest range of JBL wireless earbuds.

The campaign focuses on the truly wireless, seamlessly connected and beautifully designed headphones, allowing users to unleash sound, anytime, everywhere. The campaign will be featured on OOH, digital and social media channels in the UK with various outdoor formats and media.


Working with an artist such as Mabel that spans multiple genres is important to JBL as it represents the eclectic tastes of their audience and Mabel fits this perfectly by producing knock-out vocals across R‘n’B and pop tracks’.

Simona Bara – JBL’s Head of Marketing for the UK market – highlights the importance of working with big ambassadors and the right agency:

Mabel was someone we wanted to work with from the very start. She embodies everything we are as a brand through her energetic style and youthful, fresh outtake on music. We chose Dept to make this collaboration shine – and the result is fantastic.

JBL and Dept have been working together for several years now. João Inácio, Creative Director at Dept, shows his enthusiasm around their collaboration.

We are always excited to work with JBL in such projects and we’re proud to see how our creative vision comes to life here. Mabel’s inspiring story told through the eyes of JBL is something that will leave no one indifferent.

Shot in London, the concept was brilliantly brought to life by director/photographer Alex De Mora. A large bespoke structure was built, which acted as our stage, enabling Mabel to express herself and explain the important role that music plays in her life. Leveraging Mabel’s unique style and recognisable sound, Dept crafted a campaign which promotes features such as JBL’s superior sound quality and wireless freedom in an authentic way.


Adam Bulleid, VP Business Development at Globe Creative and Commercial Partnerships comments:

Globe is proud to be involved in such a collaborative partnership which is a combination of a forward-thinking future icon like Mabel and an innovative audio brand like JBL. The campaign was a no brainer for us as it felt like the perfect blend of two likeminded brands &audiences with serious global ambition!

About Dept

Dept is an international digital agency with over 1,300 experienced thinkers & makers in 13 countries across Europe and the Americas. One agency uniting creativity, technology, and data. Helping their clients reinvent & accelerate their digital reality by creating experiences that people want and businesses need.

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