The Pills have something to say about everything.
Beats Pills
Deliverables
Interactive design
Experience design
OOH Advertising
Social Media Marketing
The brief
In a competitive wireless speaker category, Beats By Dr. Dre needed to stand out from the crowd and prove that their small Pill speakers were remarkably loud. Small in size, but undeniably vocal, the Pill was a lot like Beats’ young consumer. So Beats created tiny, trash-talking characters with big personalities – and even bigger mouths – to act as official “spokesproducts”. Through the campaign and tagline, Small But Loud, Beats discovered a powerful voice that resonated more deeply with their target than common marketing-speak, fostering more authentic, more personal connections with the brand than ever before. the Pills were always on point to provide topical commentary and, most importantly, to keep it real.
The solution
As a production partner of R/GA, the Pills was built into into a vehicle by which Beats could ‘sound off’ on topics within the Zeitgeist. This meant responding quickly to cultural events such as Miley Cyrus’ twerk disaster or memes like the Starbucks Hands Guy. Our poseable character rig and flexible lighting setup was key to making these figures as bold as their hot-takes.
