Luxury audio brand Bang & Olufsen has appointed Mother Family’s The Or as its new creative agency ahead of its centenary campaign, following a competitive pitch process.

As part of its new remit, The Or will now lead a specialist team from across the Mother Family to develop a global brand campaign to mark the Swedish firm’s centenary, set to be its “most ambitious to date”.

The London-based outfit will now become an official roster agency for Bang & Olufsen, which most recently sought to revamp its image and target Gen Z with its “See Yourself in Sound” campaign in 2023.

“Bang & Olufsen was founded on a never-failing will to create only the best – a mission that still defines us nearly a century later. This campaign marks a defining moment in our journey – not just a celebration of our heritage, but a bold expression of where we’re headed,” said Jo Crawford, VP, CMO at Bang & Olufsen.

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“It reflects our ambition to grow Bang & Olufsen as a globally recognised leader in luxury sound and design, grounded in deep emotional resonance. The Or captured that ambition with rare clarity, helping us bring to life both the spirit of our past and the promise of our future”

Set up by Mother in 2021, The Or operates what it calls a “Made to Order model” in which it combines its own staff with specially selected people from around Mother Family to create original work.

Paul Salomao, managing partner at The Or added: “Bang & Olufsen are at the top of their game when it comes to high-quality, impeccably designed products.

“Creative excellence is their bread and butter and we couldn’t be more delighted to become a part of this brand’s truly remarkable and respected journey, continuing this legacy of unparalleled quality.”