AXA’s 10-note sonic identity, evolving over 12 years, is flexible and powerful and mirrors its supportive brand values. The AXA sonic identity reinforces the brand’s message of resilience and partnership across global campaigns at every touchpoint.
Category: APAC
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.
Maybelline
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.
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.
Dacia
The Dacia sonic identity reflects resilience, confidence, and simplicity, supporting its authentic brand evolution. Used across TV, radio, and digital, it strengthens Dacia’s modern, innovative, and approachable image in a competitive market.
Carrefour
The Carrefour cheerful, human-centered sonic identity conveys positivity through voices and clapping. Deployed across digital and media touchpoints, it strengthens the company’s mission to improve customers’ daily lives.
Etisalat
The Etisalat sonic identity features diverse voices in unison and hand percussion, symbolizing inclusivity and human connection. Integrated across customer service, social media, and events, it strengthens Etisalat’s approachable, community-focused brand.
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.
