Abstract
LBS reimagined one of Germany’s most iconic advertising jingles for a new generation. Together with audio branding agency why do birds and creative agency huth+wenzel, the brand evolved its sonic heritage into a flexible audio branding system designed for today’s media landscape; from TV and social media to events and sonic UX touchpoints.
Description
For more than four decades, the LBS jingle “Wir geben Ihrer Zukunft ein Zuhause” (“We give your future a home”) has been one of Germany’s most recognizable advertising sounds. But media consumption habits had fundamentally changed. Long-form jingles designed for traditional TV no longer matched the dynamics of social media, short-form content and multi-platform communication. To modernize the brand’s sonic identity, audio branding agency why do birds collaborated with creative agency huth+wenzel to develop a completely new audio branding system.
Instead of abandoning the iconic melody, the project focused on evolving and modernizing its recognizable tonal DNA. Based on the sonic strategy, sound concept and audio production led by why do birds, the new identity was built around three tonal attributes: human, empowering and self-determined. A warm hand-played piano preserves emotional familiarity and humanity, while driving bass drums and rhythmic claps create optimism and momentum. Modern synthesizer textures add confidence and future orientation.
The result is a modular audio branding ecosystem consisting of:
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a new sound logo,
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an adaptive brand music system,
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event sounds,
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and a telephone hotline music.
The system was designed to work consistently across all audible touchpoints including TV commercials, social media clips, creator campaigns, event sound design, streaming platforms and telephone waiting loops. Rather than treating sound as a standalone branding asset, LBS used audio as a strategic tool to modernize the perception of the entire brand and connect with younger audiences while preserving decades of emotional recognition.
