Beats by Dr Dre ‘ The Game Starts Here’

Background

The challenge was to use the Rugby World Cup (RWC) as a stage to tell Beats by Dre’s pregame story and entice a new global audience.

To capitalize on one of the year’s biggest sporting events and extend the reach of Beats to new audiences, an integrated campaign was created around the Rugby World Cup.

“The Game Starts Here” told the pregame stories of three of rugby’s biggest athletes. For these athletes, the path to victory begins months before the tournament. They used Beats to prepare themselves mentally and physically to perform on the world stage.