The game starts here

Beats by Dre

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Beats wanted to capitalize on one of the biggest sporting events on the planet, the Rugy World Cup. However the brand wasn’t an official sponsor of the tournament, so it couln’t be a part of the game itself. Besides, players can’t wear headphones on the pitch. So Beats had to carve out its own unique place in the game. One that no one else could own.

Beats By Dr. Dre found that they belong where the game truly starts. The pregame.

Results

Over 100 million total content views

25% Online sales increase

663 million PR reach

+454K new social media fans

Awards

BIMA / Gold x 2

Lovie / Silver

One Show / Bronze

A-List Awards / Silver

A-List Awards / Bronze

Campaign Big Awards / Finalist

Cannes Lions / Shortlist

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Richie McCaw / Film

Watch Richie McCaw in 'We Belong Here' as he draws strength from his homeland and prepares to write the final chapter of his legacy.

Chris Robshaw’s  / Film

Watch Rugby legends Chris Robshaw and Courtney Lawes in 'A New Jerusalem' as they prepare to fight on home soil.

Wesley Fofana / Film

Watch Wesley Fofana in ‘Fraternité Ou La Mort’ as he backs himself and his teamates to bounce back after years of dissapointment. 

“I THINK THIS IS PROBABLY OUR BEST WORK”

Omar Johnson, Beats CMO.

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fig.01  Haka written exclusively for Beats By Dre by Kapa Haka leader and Haka composer Inia Maxwell. fig.02  The classic anthem Jerusalem arranged by Jacob Collier. fig.03  Cooking pregame snacks with Sebastien Chabal. fig.04 Interview with the eventual winner, Richie McCaw. fig.05  Partnership with SBTV featuring Stormzy, Aaron Unknown, D Double E & Lady Leshurr. fig.06  Interview with finallist Matt Giteau.

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