We were lucky enough to have Solange score the film, Lena Waithe to help us write it, and directed by the incredible Melina Matsoukas.
"You Love Me" resulted in 2X lift in engagement metrics for the brand.
Awards:
D&AD | Film / Social Commercials Over 30 Seconds (Yellow Pencil)
D&AD | Film / TV - VOD Commercials Under 60 Seconds (Wood Pencil)
D&AD | Impact / Advertising - Brands (Wood Pencil)
Cannes Lions | Consumer Durables - Online Film: Sectors (Gold Lion)
Cannes Lions | Titanium Lion (Titanium)
Cannes Lions | Entertainment - Talent: Film, Series & Audio (Bronze)
40% of all comments came from consumers who felt “seen & heard” in the film, cementing the message’s resonance.
BEATS BY DRE
"YOU LOVE ME"
Brand Anthem, Fall 2020
We were tasked with a product launch during one of the country's most contentious periods of history during Summer 2020, in the wake of the brutal murder of George Floyd. For a brand whose mission was to "be the champions of Black Youth by any means necessary", we knew that our team couldn't approach this project as just another sales opportunity. Instead, we collaborated on a brand repositioning and anthem, with a strategic rollout to solve a brand and business problem.
BEATS BY DRE
"YOU LOVE ME"
Brand Anthem, Fall 2020
We were tasked with a product launch during one of the country's most contentious periods of history during Summer 2020, in the wake of the brutal murder of George Floyd. For a brand whose mission was to "be the champions of Black Youth by any means necessary", we knew that our team couldn't approach this project as just another sales opportunity. Instead, we collaborated on a brand repositioning and anthem, with a strategic rollout to solve a brand and business problem.
BEATS BY DRE
"YOU LOVE ME"
Brand Anthem, Fall 2020
We were tasked with a product launch during one of the country's most contentious periods of history during Summer 2020, in the wake of the brutal murder of George Floyd. For a brand whose mission was to "be the champions of Black Youth by any means necessary", we knew that our team couldn't approach this project as just another sales opportunity. Instead, we collaborated on a brand repositioning and anthem, with a strategic rollout to solve a brand and business problem.
