Client: The General
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Agency: Energy BBDO
Role: Art Direction, Design
Year: 2023
The General, a senior car insurance brand, noticed people on TikTok making songs in their cars. So, to connect with a younger audience, it set up a mobile recording studio in a car — Sound Studio. Partnering with Epic Records, a big music label, The General scouted talent from TikTok. They gave emerging artists recording sessions and a chance to launch their songs online.
This move wasn't just about car insurance; it showed The General supporting new voices in music, blending car culture with a social media trend and a big record label. It made The General not just an insurance brand but a part of current culture and creativity.
