The General Sound Studio:

Amplifying Emerging Artists' Voices

CHALLENGE The General Auto Insurance embarked on an innovative brand transformation through music, launching the Sound Studio campaign to connect with younger, diverse audiences. The initiative aimed to discover five undiscovered musicians who had authentic community connections across different music genres.

SOLUTION The campaign centered around a custom-built mobile recording studio that brought professional recording capabilities directly to emerging artists.

Key elements included:

- Professional Mobile Studio: A custom-designed recording space built into a branded vehicle, symbolizing The General's commitment to supporting talent on the move

- Expert Production Partnership: Collaboration with 6x Billboard #1 Award-winning producer Hilton Wright II, ensuring industry-standard recording quality

- Diverse Artist Selection: Five emerging artists across genres from hip-hop to country, each chosen for their authentic creative journeys and community impact

- Multi-Format Content Creation: Comprehensive content capture including behind-the-scenes footage, artist interviews, and professional photoshoots

CAMPAIGN IMPACT The Sound Studio initiative achieved remarkable success:

Awards & Recognition:

- Two Cannes Lions

- One Effie Award

- Shorty Award