Beats by Dr Dre: Beats Colors
R/GA London
What were the objectives for the creative work?
Background and creative objectives
We were faced with a category norm of uninspiring, homogenous headphones, and a product that couldn't satisfy what people naturally desire - to express themselves. Degradation was also in the mix, with low quality equipment robbing music fans of sonic richness.
Founded by two people who care deeply about the music, the Beats brand stepped into this formulaic market determined to get its product truth across – 'music as the artist intended'.
Our launch date was fixed for the Summer...