Client: Beats By Dre
Project: LeBron Re-Established 2014
Beats By Dre worked closely with LeBron James to develop their PowerBeats2 Wireless headphones. Inspired by the words inked on LeBron’s shoulders, “Re-Established 2014,” we created a launch campaign exploring LeBron’s pivotal move from Miami back to Cleveland.
A film telling the story of LeBron’s undying allegiance to Northern Ohio premiered one week before his season opener and garnered over 10MM first-week views. On YouTube, an interactive map housed six more films that dove deeper into LeBron’s story. The film boosted consumer interactions over 5,000% and national sales by 133%, making PowerBeats2 Wireless the top-selling headphones worldwide.