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Beats by Dr. Dre 'The Game Before The Game'

There is a game that starts before the kick-off, before the jump, before the pitch; a mental game. It awaits every top athlete in the locker room. It is a game of conquering doubt and embracing the pressure. It is during this game that they find their true strength, the power to win. They find it in prayer, in ritual, and in music. Beats is the tool to deliver the music that serves as the soundtrack for the Game Before The Game. It’s a game that few people have ever seen…until now. Game Before The Game spotlights the pre-game rituals of football players, celebrities and fans as they prepare to be victorious in the game to come; Cesc Fabrigas kisses the ring his girlfriend gave him four times before wrapping tape around it to hold it in place, Luis Suarez kisses the tattoo of his daughter’s name on his wrist for love and good luck, Chicharito begins every game by praying on his knees, a ritual his father instilled in him as a young boy; Neymar calls his father for words of strength, wisdom, confidence and love. They all have one thing in common, Beats. The campaign also celebrates pre-game rituals from fans around the world: In a small garage a Brazilian father and his young son stand in front of a home made shrine placing rosary beads over a framed image of Neymar; In a modern apartment, a man writes the names of rival teams on small scraps of paper and puts them in his fridge. These are just a few of the ways that these fans prepare to support the sport and the players they love. Game Before The Game stars some of the greatest footballers in the world including Neymar, Mario Goetze, Daniel Sturridge, Cesc Fabregas, Luis Suarez, Chicharito and Robin Van Persie among others with cameos by LeBron James, Serena Williams, Rio Ferdinand, Thierry Henry and Stuart Scott. Several short form versions of this campaign were rolled out with a series of television commercials in more than 9 countries and 5 different languages - each version highlighting the athletes and rituals that are authentic to the country in which it airs.

Category: Accessories, Clothing/fashion

Genre: Activation, Digital, People, Storytelling, Strategy/Insight