Beats By Dre x D&AD Shift

  • Emily Nelson
  • David Osafo
  • Denisa Krasniqi

As part of the 2018 intake of D&AD New Blood Shift, we were set a brief by Beats by Dre and AKQA to develop a fresh idea to target inner city commuters across the EMEA region. We developed a concept (BeatsGO) that would challenge the brand to step into the live music space. We used our primary brand and consumer insights to pitch a targeted solution in the form of a loyalty scheme that would offer intimate, live music experiences exclusively to Beats customers. A routine commute now leads to a new destination.