This one campaign for Earth Week replaces ‘Wrapped’ gifts with intentional ‘Rap’ songs 

Singapore – JBL, the global audio brand, has developed a one-of-a-kind campaign to share its support for the sustainability movement, especially since Earth Week was recently celebrated. 

In a nutshell, JBL’s idea for its digital initiative springs from the similarities between the words ‘Rap’ and ‘Wrap’ whereby the brand encourages eliminating the use of wrapping paper through physical gift giving and replacing them instead with offering an intentional rap song.

Through an equally creative microsite, users are able to choose a rap song from a pre-selected list of suggestions. JBL makes selecting easier by labelling the tracks according to what celebration they are perfect for, whether ‘For a Friend’, for ‘Merry Christmas’, or for ‘Mum’s birthday’, amongst others.

After such selection, users are prompted to choose a creative visual or ‘Digital Wrap’ to come alongside the special rap song. Those beloved, ultimately, will be able to receive their ‘rapped’ gifts through a generated hyperlink. 

“Rap Your Gift is an exciting new initiative that is completely aligned with JBL’s wider sustainability goals,” said Grace Koh, the brand’s VP and GM for Consumer Audio in APAC.

“It uses music, a core part of our brand’s DNA, to come up with a creative, tangible solution to a real big problem. We hope to save many trees with the power of music,” she added.

JBL’s campaign, which was conceptualised together with agency BLKJ Havas, truly hits two birds with one stone. Aside from moving the stride towards waste deduction, it puts a spotlight on the brands’ provision of tech that delivers ‘sick beats’. 

Earth Week this 2023 was celebrated from 17 to 22 April, with Earth Day falling on 22 April. 

JBL’s ‘Rap Your Gift’ audio gifting portal, rapyourgifts.com, is free of usage and available for all users globally.