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Gold Winner

Entrant: R/GA London, London

Beats Music
"Beats Music"

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Corporate Name of Client: Beats by Dr. Dre
Advertising Agency: R/GA London, London
Executive Creative Directors: James Temple/Jay Zasa
Creative Director: Lucio Rufo
Associate Creative Director: Rob Northam
Copywriters: Jenna Livingston/Jason Ashlock/Luke Wicker
Art Directors: Josh Yeston/Wilf Eddings/Andy Bull
Head of Production: Dave Robbins
Agency Producers: JP Toher/Jason Leitch
Design Directors: Dan Van/Scott Shaw
Senior Designers: Jon Ward/Simone Cucchi
Technical Creative Director: Patrick Van Kann
Technical Developers: Niall McCormack/Catarina Peres
Technical Directors: Anthony Galvin/Anthony Baker
Social Media Managers: John Mullin/Tracy Hepler/Catherine Tirpak
Editor: Rebecca Rumble
Engineers: Germán Levy/Pablo DiStefano/Leandro Glossman/
    Andrian Olaru/Razvan Pavel/Artur Cistov
Quality Assurance: Razvan Creanga
Digital Advertising: Dan Kashman/Rory O'Flaherty/Anne Taillandier
Broadcast Production: Josh Mandel/Kat Friis/Monique D. Veillette/
    Shannon Worley/Alex Wills/Jocelyn Birsch/Elisabetta Viggiani/
    David Kalvert/Erin Rabasca/Nicolas Karlson

Description of the Project:
Streaming music services lack heart. Algorithms aren’t enough to fix the problem—to do that you need people driven by a passion for music.
That was the brief Jimmy Iovine and Trent Reznor gave us: design a revolutionary new music service combining human curation and technology, creating a new way to experience music. And, once it’s built, launch it to a mass US market.
The result is Beats Music. We tackled the entire problem from branding and naming, to designing the user experience and interface, and marketing in digital, retail, social, events, and broadcast, including the Super Bowl.