Beats by Dr. Dre headphones are used by athletes around the world as an essential equipment

for pre-game preparation: music provides focus and focus enables victory.

We combined this proposition with the iconic ‘Firestarter’ music video to create a simple and

powerful idea - ‘Be Ready’.

We completely re-created the original music video by The Prodigy with top names in football literally entering the music to face off against their imaginary opponents and finding the focus they need to win.

Until now Beats films had focused on using headphones to block out external pressure and enable focus, but for this idea we switched perspective and showed the viewer the internal battle that rages inside every athlete’s mind.

The pregame sight of athletes walking down a tunnel with their Beats on has become an iconic image for the brand. For this execution we used the most iconic tunnel in music to bring their zone to life: the tunnel from the Prodigy’s 1996 hit, ‘Firestarter’.

Collaborating closely with The Prodigy and director of the original video, Walter Stern we recreated the music video as our athlete’s pregame zone. The film was shot on 35mm like the original, and shot in 4 locations around the world, including the original ‘Firestarter’ tunnel in London.

The longform film was launched online simultaneously across Facebook, Twitter and Youtube.

30 sec versions were aired on TV in the build-up to the games.

The objectives set out for the campaign were to:

? Maximize awareness with targeted reach through the use of video content.

? Drive quality engagement.

The campaign exceeded both of these objectives. The benchmark for awareness was set at 40m views and we saw a 164% increase, giving us a total of 65.7m views across all edits of the film. The total views for the longform film was 4,342,686.

For engagement we set the benchmark of 1.3m and exceeded that by 120%, achieving a total

of 1.5m true engagements.