Beats by Dr. Dre
A 360° campaign promoting the Beats By Dr. Dre Pill Speakers using loud-mouthed 3D characters as the core element for materials interactive, printed and animated.
The Pills main objective was to comment culture and be in the moment. This meant responding quickly to cultural events such as Miley Cyrus’ twerk disaster on the MTV Video Music Awards and memes like the Starbucks Hands Guy. This meant having a posable character rig and a flexible lighting setup was key for most of the work, as well as setting up a library of ready-to-go poses, with guidelines for how to build the postings when help was needed from the client’s social team.
Besides sales of the Pill speaker going up over 2000% so far in the ongoing and constantly evolving campaign, Beats decided to turn the characters into speaker holders where you mount the speaker in the mouth of the character. This was thanks to a huge demand on Instagram, Facebook, and Twitter from fans and customers having seen the wild postings of these wild characters.
Cannes Lions 2014 — Gold Media Lion (Best Use of Integrated Media)