| Title | HEAR WHAT YOU WANT |
| Brand | BEATS BY DR. DRE |
| Product/Service | HOME ELECTRONICS |
| Category |
E01. SOCIAL VIDEO |
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Entrant Company
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R/GA London, UNITED KINGDOM
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Advertising Agency
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R/GA London, UNITED KINGDOM
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Media Agency
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HAWORTH Los Angeles, USA
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Production Company
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PRETTY BIRD Los Angeles, USA
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Credits
| Abbey Park |
R/GA London |
Digital Producer |
| Ami Lewis |
R/GA London |
Art Director |
| Dan Maxwell |
R/GA London |
Associate Creative Director |
| Diego De La Maza |
R/GA London |
Senior Producer |
| Heather Seal |
R/GA London |
Experience Designer |
| James Beke |
R/GA London |
Junior Designer |
| John Robb |
R/GA London |
Copywriter |
| Kat Friis |
R/GA London |
Head Of Film Production |
| Rodrigo Sobral |
R/GA London |
Executive Creative Director |
| Stuart Parkinson |
R/GA London |
Associate Creative Director |
| Tara Greer |
R/GA London |
Executive Creative Director |
| Tyree Harris |
R/GA London |
Junior Copywriter |
| Rock Paper Scissors |
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Additional company |
Creative Execution
Kevin Garnett was launched mid-hype about him moving to the Brooklyn Nets.
Colin Kaepernick was launched in the ad-break of the Seahawks vs 49ers football game that was featured in the commercial.
Richard Sherman was aired during the match against Colin Kaepernick’s 49ers which made him famous for re-living the ‘Choke-artist’ movment from Colin’s HEAR WHAT YOU WANT spot, as well as his lively post-match interview that made him a household name in the U.S.
The campaign resulted in around 900,000 visits to the Beats website and at its peak HWYW drove 20,000 visits per hour to the site. Overall campaign garnered north of 2 million page views on the website. Furthermore, the campaign drove social media for Beats to new levels with over 765,000 of total engagements. Fans tweeted about Beats every 2 seconds during the NFC Championship and every 3 seconds during the Super Bowl. The 3 long form spots combined for 10 million views on Youtube. The campaign resulted in a staggering 74.2 million impressions, which lifted the “STUDIO” and “STUDIO WIRELESS” headphones to #3 and #4 in the best selling premium headphone category globally.
The Studio is used by the world's best athletes to block out noise and get into the zone. HEAR WHAT YOU WANT linked this insight with one of the key features of the headphone: Adaptive Noise-Cancelling.
Quarterback Colin Kaepernick of the S.F 49ers, NBA champion Kevin Garnett from the Brooklyn Nets and Richard Sherman of Super Bowl 2014 winners use Beats to escape the intimidation of rival crowds and the press, finding the space to get focused.
Based on true sports rivalry stories, we juxtaposed fan abuse with an uplifting soundtrack. This combination of music with extreme fan behavior creates a disarming scene, demonstrating the noise-canceling and sound quality of the Studio.