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Beats by Dre Be Heard

2017 NBA Playoffs campaign for Beats by Dre featuring LeBron James, Kevin Durant, James Harden and Draymond Green.

 
 

Beats by Dre

Be Heard

A campaign created for Beats by Dre featuring LeBron James, Kevin Durant, James Harden and Draymond Green in support of the 2017 NBA Playoffs.

 
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Background

The 2017 NBA playoffs featured four of Beats by Dre's tier 1 athletes.  "Be Heard" was the brand's overarching sport-marketing campaign for the year.

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Idea

Be Heard

A series of documentaries giving voice to Beats' NBA athletes. 

 
 
“I’m a let my play do the talking.”
— Kevin Durant
 
 
 
 

The work

Dozens of spots, social content extensions, mini-doc extensions, regionally translated edits, and product demos we're all captured and created in the same workflow as the :60 spot. 

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“You have a voice. Use it.”
— Draymond Green
 
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Social-First

Edits were tailor made for optimal performance in each social feed with 9x16 for Instagram Stories, 4x5 for Facebook and Instagram feed, and 1x1 for Twitter.

 

Mini-Doc Extensions

Interviews with Beats 1 Radio hot Ebro Darden helped sustain the playoff support with deeper storytelling. 

 
 
 

Proudct Demos

Global pre-roll spots featuring Harden, LeBron, KD and Draymond showcased the limited-edition Trophy Gold PowerBeats3 Wireless.

 
 
 
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RESULTS

80M+

Total Impressions

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The Team

Client - Beats by Dre
Producer - Perrin Rausch
Global Creative Director - Perry Fair

Agency - Laundry Service
Talent - LeBron James, Kevin Durant, James Harden, Draymond Green
Creative Director - Ryan Bucci
Associate Creative Director - Chris Kitahara
Copywriter - Eric Montgomery
Designer - Brennan Schloo
Edit - Jason Dopko / Lost Planet
VFX / Color - Shipping and Handling
Post Production Support - Johnny Bones
Post Production Support - Morgan Griswold