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Digital
Electronic Equipment

Silver Winner

Entrant: R/GA's Hustle, Los Angeles
Beats By Dre - "Straight Outta"


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Corporate Name of Client: Beats By Dr. Dre

Client Marketing Directors: Omar Johnson/Jason White/Daryl Butler/John Solomon/
    Ed Alexander/Kristen Frasier/Stephanie Young/Jeramie Hopson/Peter Yoon/
    Jonathan Taylor

Media Companies: OMD, Los Angeles/PMG, Fort Worth

Media Planners: Matt Fox/Amy Jost/Lydia Kim

Agency Account Manager: Shane Chastang

Agency Planning Directors: Poppy Thorpe/Kelsey Harmon

Advertising Agency: R/GA's Hustle, Los Angeles

Group Creative Directors: Will Esparza/Zach Hilder

Copywriter: Lesley Bea

Art Director: Ami Lewis

Agency Producer: Mark Demyanovich

Design Directors: Doug Alves/Stanley Chen

Designers: Alejandro Larramendi/Natalie Lui/Andy An

Photographer: Jonathan Mannion

Web Development Company: North Kingdom, Los Angeles

North Kingdom Meme Generator Design and DevelopmentĀ : Daniel Ilic/Scott Hiers/
    Tracy Moore

iAd Meme Experience / Paid Social: Nick Drabicky/Earl Hwang/Price Glomski/
    Devon Rosenberry/Natalee Cecil Geldert

Movie Studio Company: Universal Studios, Universal City

Record Company: Interscope Records, Santa Monica


Description of the Project:
In summer 2015, Universal Pictures partnered with Beats to promote Straight Outta Compton, a biopic of Dr. Dre.

To connect Beats to the film and celebrate every hometown as a state of mind that shapes identity and art, we launched StraightOuttaSomewhere.com. With its simple UX, visitors could create custom memes to rep their own origins.

Artists and athletes from Compton inaugurated the campaign. Other celebrities joined in without any endorsement money.

Results:
Within 24 hours, #1 trending topic on Twitter, Instagram, and Facebook
10.8M visits
6.8M unique visitors
7.9M downloads
686K shares from site
263K Instagram posts
314K Twitter posts