Defy Logic

A platform Created from the heart of culture

Logitech is known for its utility, and affordable products. The problem is Logitech has always been seen as a utilitarian brand. They came to us wanting to have a greater impact at the heart of culture.

We knew we needed to invite the community in to co-author the future with Logitech. We needed to amplify the things the Logitech community was already doing, give the community a seat at the table and the space to show the world how they’re defying logic, whilst positioning Logitech as the enabler of creating anything.

Before we even started we found a community of ambassadors called the Logicians. They ranged from an A-List celebrity, all the way down to an unknown technologist-turned-DJ who live-coded for a Met gala party. The Logicians became our speakers, and ambassadors. They gave us the credibility to be at the heart of culture, because they themselves were at the heart of culture.

The lift in social engagement 3 weeks post launch exceeded all expectations. From 5.4 billion impressions recorded, to TikTok’s being made that replicated the idea and the demand for Lizzo to release the theme track - an anthem that totally impacted the news cycle. With coverage in Rolling Stone and People Magazine, Logitech caught the world’s attention for more than one day.