• by Larissa Faw , May 31, 2016

Zound Industries and its agency Perfect Fools are introducing the limited-edition Sweat Urbanears headphones with a straight-forward campaign showing the proof of concept. 

The headphones for sale have already been used by seven recognizable personalities selected from key markets for the brand: UK, US, Germany, France, Nordics. These influencers include British singer V V Brown, American model Barbie Ferreira, German fashionista Bonnie Strange, and French DJ and entrepreneur Nadege Winter.

Each pair of Hellas headphones is sealed in a bag post-workout, signed and labeled with the details of the sweat-session. Buyers are given the choice to either keep the headphones as a collector’s item, or pop open the bag and put them back into use— which isn’t as disgusting as it sounds thanks to Hellas’ washable headband and ear cushions.  

To prove they actually sweated for these headphones, the campaign includes a short film showing the workout of running coach Knox Robinson, dancer ‘WilldaBeast’ Adams, and musician Amanda Bergman. 

The main campaign video lives online here along with an online store where customers can purchase these limited-edition headphones. Shorter versions of this film appear across social media, including YouTube and Facebook. In-Store marketing will also be deployed.

"The tension between the concept of ‘limited edition’ and ‘second-hand’ makes for a fun contrast," says Philip Arvidson, creative lead at Perfect Fools. "And to make it more interesting (and less yucky for some reason), we decided to use the sweat of famous individuals, turning the headphones into collectables."

Sweden-based Perfect Fools was named global creative partner for Zound Industries, maker of Urbanears, Coloud, and Marshall headphones, in May. The agency is responsible for digital strategy, social media and experiential campaigns.