Beats By Dr. Dre The Game Before the Game

Description

To capitalize on the year’s biggest sporting event and extend the reach of Beats to new audiences, we created an integrated campaign around the Rugby World Cup. The Game Starts Here tells the pregame stories of three of rugby’s biggest athletes. For these athletes the path to victory begins months before the tournament. They use Beats to prepare themselves mentally and physically so they can perform on the world stage. The campaign includes online films, print media, OOH, on-the-ground activations and content.

Statement of the jury

A successfully implemented campaign featuring three star athletes – who show how preparations are being made for the mega-event via beats.