31 YEARS CELEBRATING THE POWER OF IDEAS
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SELECT WINNERS YEAR
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Electronic Equipment
Silver Winner
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 Development : 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