When Maybelline New York chose Sixieme Son to design their music strategy, we recommended that Maybelline reinvent their powerful 1991 jingle to make it even more iconic. Now it owns a confident boost of New York swagger that has turned it into a catchy and potent tool on social media. The TikTok campaign, featuring top influencers, earned more than 40 million views in its first month.
Category: Type
LaLiga
LaLiga is one of the most popular sports leagues globally, followed by more than 3 billion people. It’s also a super iconic brand in the football world. Its sonic identity had to be beyond amazing. That’s why we created a sonic system that captures the passion of football and community. Implemented throughout broadcasts and stadiums, it strengthens the brand’s cultural relevance and fan connection.
Mazda
Mazda Motor Corporation is one of the world’s largest automakers, founded in 1920 in Hiroshima, Japan. The brand was named after the Zoroastrian deity Ahura Mazda, which represents wisdom, harmony and light.
To celebrate the launch of the CX-80 car, the brand needed an elegant and noble track to support their campaign video as well as their social media content.
The brand wanted to put forward their Japanese heritage, and was looking to translate three key Japanese concepts into music:
Takumi, the high excellence in craftsmanship.
“MA”, the Japanese concept of space and time. It is the fundamental time and space from which life needs to grow. In music, this concept can be translated into silence.
Omotenashi, which defines Japanese hospitality and how Japanese people wholeheartedly look after guests.
The music blends serenity and energy. It combines natural elements like wind and space with organic and synthetic sounds, including electronic beats. This fusion creates a noble, serene, calm and distinctive sound.
The Japanese heritage is conveyed thanks to the use of a three-stringed Japanese instrument called ”shamisen” in the track as well as in the sonic logo.
From Japanese aesthetics and the relentless pursuit of detail to craftsmanship perfection, Sixième Son managed to capture the brand’s premiumness and elegance to create the sound of the Mazda CX-80 campaign.
Sixième Son developed multiple cutdowns for the campaign, which were used for the brand’s social media content. The agency also created a 2min music loop for Mazda’s booth for corporate events.
The AA
The AA’s vibrant, funky sonic identity instills confidence and appeals across generations. Deployed in campaigns, digital kits, and emergency lines, the sound enhances brand recall while embodying the AA’s helpful, approachable image.
M6+
The M6+ sonic identity, featuring a signature guitar slide, differentiates its streaming service. Accessible, fun, and dynamic, the sound plays at each program’s start, reinforcing M6’s innovative, audience-friendly character.
TaxAct
The TaxAct whistling sonic logo, reinforced by jingling coins and rhythmic syllables, increases brand recognition. In 2022, the TaxAct sonic identity dominated online tax prep ads, effectively countering high-profile competitors with memorable, positive sound cues.
McKinsey
The McKinsey sonic identity, with its percussive and synthetic textures, symbolizes innovation, transformation, and agility, showcasing how McKinsey navigates complexity to help clients succeed while breaking away from corporate clichés.
Huggies
The Huggies adaptable sonic identity, with tender and playful versions, reflects the bond between mother and child. Applied across baby and toddler content, it reinforces brand warmth and emotional connection.
