Shure: 100th Anniversary Campaign
100 Years of Extraordinary Sound
Project Overview
The Ask
Shure was approaching its 100th anniversary in 2025, a major milestone and a chance to reignite the brand. They were losing younger creators to social‑first brands like Rhode and needed an idea that could win them back.
They asked for an anniversary campaign that honored Shure’s legacy, built global brand awareness, and created an emotional connection around their vision for the future.
The Approach
A 100th anniversary can easily feel like a look backward, but we wanted to avoid the usual self-congratulatory birthday tropes. Our intent was to build a bridge between Shure’s incredible hardware legacy and the modern creators who actually lean on it every day. We aimed to honor the brand’s history by honoring the people who use it.
Rather than celebrating where the logo has been, we focused on how Shure amplifies the voices and moments of the people who use it. It’s not just a milestone—it’s a commitment to supporting the voices of the next generation.
What we delivered
How we got there
1.
Positioning & Strategy:
Turning insights into a focused creative strategy
Defining the space where Shure should show up for modern creators, then turning our category, audience, and brand insights into a clear creative strategy that guided everything that followed.
2.
Creative Campaign Platform:
Translating strategy into an inspiring platform
We translated that strategy into an anniversary platform that did more than say “happy birthday.” We defined a central idea that honored the legacy, created an emotional hook for creators, and was flexible enough to stretch across products, markets, and milestone moments.
3.
Design System:
Turning the platform into a recognizable visual language
Working closely with our creative and design teams, we built a modern design system that made the platform feel tangible. We updated visuals, typography, and motion so they still felt unmistakably Shure, but with a fresher, more creator‑driven energy that could live across everything from campaign films to social content.
4.
Go-to-Market & Activation:
Connecting identity, messaging and channels
We had to design how the idea would show up in the world, from big global moments to everyday touchpoints. We mapped priorities by audience and channel so the 100th didn’t land as a one‑off stunt, but as a connected experience across retail, digital, social, and brand experiences.
Success in Action
A new brand that goes beyond 100 years
The campaign gave Shure a fresh foundation for a new generation. The platform was broad enough to flex across their world — from B2B to musicians to creators — yet specific enough to feel distinctly Shure.
The new visual identity showed up globally in both master and local campaigns, all anchored in the same idea. They loved the direction so much, they adopted it as a permanent part of the brand.
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