The Problem

Nine new headphone colours could easily become nine product shots and a colour chart.

That's not Beats.

The Shift

Colour isn't a specification.

Colour is identity.

So instead of showing people what colours were available, show what colour feels like.

The Idea

Drenched in Color.

Music. Sport. Skate. Fashion.

Serena Williams, Nipsey Hussle, Nyjah Huston, August Alsina and a cast pulled from across youth culture, each dropped into a world where everything turned up to full colour.

Not nine headphones.

Nine different attitudes.

Then Apple Called.

Solo and Solo HD were selling at a combined rate of four pairs every minute in 2013.

By the end of the period, Beats commanded around 57% of the US premium headphone market.

And less than six months after Drenched in Color launched, Apple announced it was buying Beats for $3 BILLION.

The campaign didn't sell the company.

But it ran at the exact moment Beats stopped looking like a headphone brand and started looking like something much more valuable:

culture.