Beats by Dre

The Challenge – Beats headphones were already well-known as essential tools for athletes, musicians, and music lovers, but there was an opportunity to deepen the emotional connection between Beats and the power of music in preparing for pivotal moments. The goal was to demonstrate how Beats enhances focus, motivation, and mental readiness, particularly for athletes on the biggest stages.

The Insight – The aim was to highlight the role of Beats headphones in the rituals and routines of athletes, with a focus on resonating authentically with fans. Our strategic approach connected Beats to the cultural and emotional significance of preparation by telling a story rooted in the local culture of The Bay, featuring the Golden State Warriors and Draymond Green. This narrative emphasized a universally relatable theme: the transformative power of music in fueling focus and performance.

The Solution – We launched a film featuring Golden State Warriors’ forward Draymond Green as he prepared for the NBA Western Conference Finals, starting with the iconic backdrop of the Golden Gate Bridge. As Green begins his pre-game ritual, he plays the hyphy anthem “Tell Me When to Go” by E-40, and the visuals shift to black and white, recreating the iconic music video. The film captures the energy and culture of The Bay, with cameos from E-40, Green’s teammates Shaun Livingston, Ian Clark, and Brandon Rush, as well as Oakland legends Gary Payton and Brian Shaw. The campaign highlighted the mental preparation of athletes, with Green sharing in a behind-the-scenes clip how music helps him block out distractions and focus on winning.

The Impact – The campaign generated over 6 million views in its first week and ignited vibrant discussions on social media about the connection between music, preparation, and performance. Fans and athletes shared how music plays a crucial role in their routines, and the campaign breathed new life into E-40’s classic anthem, creating a cultural moment that resonated with The Bay and beyond. By showcasing the synergy between Beats and the athletes who depend on them, the campaign reinforced Beats by Dre’s status as a vital tool for those striving for greatness, cementing its role as a source of motivation and focus.