DEFY LOGIC showcases creators, artists and activists who are defying expectations and pushing boundaries in creative innovation, sustainability and equality – and how Logitech products help enable them on their journey.
The campaign features a series of documentaries and TV commercials that will run across broadcast, connected TV, social platforms and streaming apps. With the centrepiece of the new campaign is an ad that will air during two major media events: the Super Bowl and the 63rd Annual GRAMMY Awards, featuring GRAMMY-award winning rapper Lil Nas X.
“DEFY LOGIC celebrates people pursuing their passions and breaking new ground, despite what current conventions, past precedent or traditional thinking might suggest is possible,” said Heidi Arkinstall, chief marketing officer at Logitech. “By spotlighting the stories of these extraordinary individuals, and on such a major stage, Logitech hopes to support new generations of creators, makers and doers, ready to do amazing things that defy logic.”
TCO were the European production and talent partner, working with Logitech’s in-house team to deliver the series. TCO’s found and created documentaries of incredible artists and activists: education activist Melz Owusu, the PhD student who started the Free Black University to diversify education and redistribute knowledge; teenage climate activists Amy and Ella Meek who started Kids Against Plastic to rally their generation to the cause: and Noemi Schipfer and Takami Nakamotol, the artists behind NONOTAK, who create immersive sonic and visual installations.
Simon Baker, Managing Director of TCO London said “The Defy Logic campaign hits that perfect trifecta of a future thinking brand sharing real stories about real people who are genuinely making a difference. We are proud to have partnered with the team at Logitech to find these amazing characters and create films that will celebrate and build their movements on a global stage.”
The DEFY LOGIC campaign highlights Logitech’s broader commitments to extending human capability for all people equally, within a sustainable world, and designing experiences that help people create, achieve and enjoy more. The company has already committed to designing for sustainability and diversity, equity & inclusion.