The many different relationships people have with their music served as the inspiration behind this broadcast, print, and digital campaign for the release of the new Bose SoundLink mobile speaker targeting a new kind of Bose customer — younger, more active, and more expressive.

In Europe, the #MusicIsMy____ campaign was extended further with a MoFilms contest inviting international directors to create content centered around the campaign concept. We received overwhelming feedback from MoFilms and various filmmakers about the longevity and scope of such a strong concept. This is a small sampling of the UGC films that were submitted...