Client
Beats
+
Scope
Film
You Love Me
Project Summary
When Beats by Dre wanted to reestablish itself in youth culture, Translation focused on advocating for Black culture, which first made them a global staple. 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. “You love Black culture, but do you love me?” The campaign unpacks the question.
Result
500+ Million
Impressions
1-minute 31-second
Average view time, Beats best view-thru metric in history
2x Lift
In engagement metrics for the brand
Result
40% of All Comments
Came from consumers who felt “seen & heard” in the film, cementing the message’s resonance
#3 marketing moment of 2020, according to Adweek
With heavy press coverage from Fast Company, AdAge, LA Times, PopSugar, Today, Adweek, Muse by Clio, Variety, and many more
Insight
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.
Insight
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.
Insight
