Beats by Dre

The Challenge – Cam Newton was widely regarded as one of the most polarizing figures in the NFL, often facing criticism for his confident and expressive personality both on and off the field. There was an opportunity to change the narrative and highlight the importance of authenticity and self-expression in sports, while also aligning with Beats by Dre’s brand ethos of supporting individuality.

The Insight – We aimed to create a campaign that empowered athletes to embrace their authentic selves and confront criticism head-on, while positioning Beats headphones as a symbol of confidence and self-assuredness. Our strategic approach featured Cam Newton unapologetically addressing his critics, delivering a defiant yet relatable message that resonated with both fans and individuals who value the freedom to be themselves.

The Solution – As a key contributor to the Feelings campaign, I helped craft the narrative and shape the creative direction. The film features Cam Newton, wearing Beats headphones, as he prepares to face the world and speak out against the unfair judgments he receives. Set to the backdrop of 2 Chainz’s catchy lyrics, Newton states, “If giving a kid a football just to make them smile, or dancing after a touchdown hurts people’s feelings—well—too bad they don’t make Band-Aids for feelings.” The powerful visuals of Newton using his Beats headphones to block out the noise and criticism reinforced the message of resilience and self-expression.

The Impact – Feelings quickly garnered over 5 million views in its first week, driving significant buzz and engagement across social media. The campaign successfully resonated with audiences, leading to a 15% increase in sales of Beats headphones within the first month of launch. It inspired discussions about individuality and self-expression, with fans and athletes embracing the campaign’s empowering message. By connecting the product to a narrative of tuning out negativity and embracing one’s true self, the campaign solidified Beats by Dre’s position as a brand synonymous with confidence, authenticity, and resilience, ultimately translating into measurable product success.