Danish audiophile loudspeaker brand DALI wanted to enter the lifestyle market – so it came to us (Mediablaze) to help promote its radical wireless speaker in a video and print campaign.

DALI (Danish Audiophile Loudspeaker Industries) produces some of the world’s most sought-after hi-fi speakers, and the loyalty of its audience has helped it avoid the downward spiral of the digital age that has afflicted many hi-fi manufacturers. But the forward-thinking Danes aren’t about to rest on their laurels.

The DALI KUBIK FREE is a high-end wireless active speaker aimed at high-income, style-conscious consumers – a new market for DALI.

Our Strategy was to focus on the quality, authenticity and heritage of the product.

Our core strategy was to juxtapose the quality and authenticity of DALI’s heritage and high end offerings with the convenience of digital audio – to show that consumers don’t need to compromise on quality just because they use their smartphone or computer as their primary music device.