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Beats by Dre Live in Color

A global lifestyle campaign for Beats by Dre’s Neighborhood Collection featuring Matisse Andrews, Pablo Attal, Higher Brothers, Yurufuwa Gang and Sarah Feingold.

 

Beats by Dre

Live in Color

A global digital campaign launch for Beats by Dre's Neighborhood Collection.

 
 
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“Live unapologetically loud with who you are in this world.”
— Matisse
 
 
 

BACKGROUND

Beats by Dre's Neighborhood Collection featured four new colorways for Powerbeats3 Wireless and Solo3 Wireless, and two new colorways for Beats Pill+ — targeted globally at urban Gen Z youth. For the global launch of the collection, Beats set out to introduce world to both the new product line, and nine inspiring young creatives, across five global markets.

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IDEA

Live in Color.

Live in Color explores identity, pride and community through the lens of today's young creatives who are driving culture forward. 

Featuring nine influential creatives across five diverse neighborhoods in five countries around the world, Live in Color highlighted the lives and passions of today's youth, and how their creativity is fueled by music and culture.

 
 
 
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THE WORK

The campaign kicked off across beatsbydre.com, Apple Music, and social bringing some of the world's most diverse neighborhoods together through music and culture.

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“The [sound] of Chengdu is ... a little mysterious, a little psychedelic.”
— Higher Brothers
 
 
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Explore

Under the product detail page on .com, Beats ran an long-form article featuring each talent in their respective region. Each article included a short intro, interview, and hand drawn doodles from each featured creative through a zine inspired design.

 
 
 

Omni-Channel

Each influencer posted on their social channels, and curated a Live in Color playlist on Apple Music inspired by their Neighborhood.

A post shared by M A T I S S E (@yomatisse) on

Actress and make-up artist, Matisse for Beats by Dre's Neighborhood Collection. #LiveinColor

Actress and make-up artist, Matisse for Beats by Dre's Neighborhood Collection. #LiveinColor

 
 
 
“Even if gentrification evolves things, we’ll always gather around the 18th.”
— Pablo Attal
 
 
 
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Results

169

Total Posts


50M

Reach


1.08%

True Engagement Rate


222k+

Clicks



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The Team

Client - Beats by Dre
Beats Brand Creative - Theo Martins
Beats Digital Creative - Mike Marquez
Beats Print Creative - Alex Bowring

Agency - Laundry Service
Creative Director - Chris Kitahara
Snr Copywriter - Eric Montgomery
Designer - Kevin Carter

Production Company: Cycle
Producer - Roland Luitgarden
Photographer - Daniel Regan
Motion Designer - Stevenson Opoku
Retouching Lead - Alli Coates
Retoucher - Brennan Schloo

Talent - Matisse Andrews, Pablo Attal, Higher Brothers, Yurufuwa Gang, Sarah Feingold