Yesterday’s Jingle, Reimagined for Tomorrow.
LBS, Germany’s largest building society, became a household name with a jingle that defined an entire generation’s advertising memory. Now, together with why do birds, LBS is reimagining that iconic sound for the TikTok era—bridging the gap between nostalgia and a new beginning.
The legendary LBS jingle from the 1980s is more than just nostalgia: it’s a strategic brand asset. Especially among the 40+ generation, this sound still resonates strongly—a treasure of implicit brand knowledge that many companies today struggle to rebuild from scratch. We’ve tapped into this acoustic heritage and transformed it into a modern, cross-channel sound branding.
The original jingle was written for vocals—including repeated notes that existed only to carry the lyrics. We distilled it down to its most distinctive musical elements and optimized it for instruments. The result: a flexible sonic foundation that works even without vocals.
DThe LBS jingle culminates in three sung notes: L–B–S. This iconic motif outlived the jingle era and became the brand’s very first sound logo back in the 2000s. Today, we’re building on that legacy—bringing the familiar triad into the present with a refreshed, modern sound logo. Contemporary, yet instantly recognizable.
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Human. Confident. Uplifting. That’s the essence of the new LBS sound. A hand-played piano brings warmth and connection. Handclaps drive the beat forward with energy. A bold synth line adds a confident exclamation mark. The result? A sound with attitude. Familiar, yet strikingly new.
To celebrate the launch of its new sound branding, LBS is calling for an open jingle remix with #SingMeinJingle. Whether seasoned pro or fresh newcomer, everyone can submit their own version. An influencer jury will select three favorites, and the community will cast their votes on TikTok and Instagram. The prize: a professional studio recording and an unforgettable night in Berlin.
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Together with our partners, we have come up with a contemporary update for the new sound that contributes to the further rejuvenation of the brand without sacrificing the emotional recognition value.
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