BEATS BY DRE
“YOU LOVE ME”
When Beats by Dre wanted to re-establish itself within youth culture, Translation focused on advocating for the Black culture that first made them a global staple.
The Challenge
Beats by Dre made its mark on the world trading on Black culture, making it a global staple of youth culture. Over time, the brand lost its leadership position within youth culture – so how would they get it back?
The Idea
Rebirth requires going back to the studs. It requires embracing discomfort. And it requires leaning in to advocate for the people who advocated for them, as a demonstration of how to support a community. Thus, we relaunch with the mindset to make the invisible impossible to ignore.
The Work
“You love Black culture, but do you love me?” The film unpacks the question. Those who touched this piece have seen the world actively love their art or their athletic achievements, while also seeing the world continually oppress the Black community at large. Beats, the creatives, and the cast joined together with the unified goal of inspiring Black youth by highlighting the everyday beauty and rich diversity of their culture.
The Impact
Beats intended to inspire youth culture by proving it’s actively listening, and give its audience a platform to speak their truth for the world to hear. The launch film ascended the platform into the cultural consciousness, opening new avenues of engagement.