Title	HEAR WHAT YOU WANT - CESC FÀBREGAS
Brand	BEATS BY DR. DRE
Product/Service	HOME ELECTRONICS
Category	A07. USE OF MUSIC
Entrant Company	R/GA London, UNITED KINGDOM
Advertising Agency	R/GA London, UNITED KINGDOM
Advertising Agency 2	R/GA Los Angeles, USA
Media Agency	HAWORTH Los Angeles, USA
Media Agency 2	MEDIACOM New York, USA
Production Company	PRETTY BIRD Los Angeles, USA

Name	Company	Position
Dan Maxwell	R/GA London	Associate Creative Director
Diego De La Maza	R/GA London	Senior Producer
James Beke	R/GA London	Junior Designer
James Stephens	R/GA London	Global Account Director
Kat Friis	R/GA London	Head Of Film Production
Max Malkin	R/GA London	Director
Rodrigo Sobral	R/GA London	Executive Creative Director
Stuart Parkinson	R/GA London	Associate Creative Director
Tyree Harris	R/GA London	Junior Copywriter
Pretty Bird	Production Company	Production Company
Rock Paper Scissors	Rock Paper Scissors	Editorial Company

Brief Explanation

We wanted the film to be as authentic as possible without alienating Madrilleños. The rivalry between FC BARCELONA and REAL MADRID stems back from deep political and social fragmentation caused by the Franco dictatorship. It’s a sensitive issue that we had to stay on the right side of. Portraying Madrid fans as engaged, and in high spirits whilst also giving enough tension for Cesc to play off of, was hard, but local consultants helped us write, and ad-lib dialogue before and during the shoot. The music track “The Man”, by Aloe Blacc, was carefully chosen as the track for all extensions of the campaign. Beats by Dre’s close ties to Universal Music Group allowed us to examine a multitude of unreleased music from many artists. When we heard the track, we instantly knew that this was the perfect way to express the focus and confidence that athletes must posses in order to block the noise from outside distractions. This film was shot in one day with a two unit crew, working with , we shot the whole piece from evening to dawn outside the Berenbau Stadium, home of Real Madrid, and on several locations in Madrid.

Creative Execution

All music used in the Hear What You Want Campaign, featuring Cesc Fabregas was fully licensed. The song featured is 'The Man' by Aloe Blacc. The music track “The Man”, by Aloe Blacc, was carefully chosen as the track for all extensions of the campaign. Beats by Dre’s close ties to Universal Music Group allowed us to examine a multitude of unreleased music from many artists. When we heard the track, we instantly knew that this was the perfect way to express the focus and confidence that athletes must posses in order to block the noise from outside distractions.