For Series 5 of Peaky Blinders, we were asked to celebrate that Peaky Blinders had officially reached “cult status,” and demonstrate that to the UK in an unexpected way that could also bring in a new audience.

We realised a show only reaches “cult status” because of die-hard fans, so we decided the only authentic way we could celebrate this was to turn our entire creative campaign over to them.

At the centre of this fan-based campaign we celebrated the most unexpected superfan of all: Snoop Dogg, after discovering he had been obsessed with Peaky Blinders since the very beginning and tweeting love for it for years.

For our campaign, we got Snoop to reimagine the show’s iconic 1994 theme tune “Red Right Hand” by Nick Cave and the Bad Seeds. With the ominous southern gothic rock anthem getting an unexpected hip-hop-g-funk remake, it was the cover no one saw coming.

The music video interspersed footage of Snoop’s performance with Peaky Blinders footage and exploded across the Internet—getting picked up by Rolling Stone, Vulture, IndieWire, Billboard, NME, Pitchfork and more as the

We celebrated the cult status Peaky Blinders through the creativity of superfans. To bring this to life we partnered an iconic show with an legendary rapper to reimagine its theme tune. By putting a new spin on the show’s music, we brought in a new audience and sent the label of cult status hurtling into the stratosphere.

The film was launched on Youtube with paid placements and is still live. It was also shared across Instagram, Twitter and Facebook.

New fans flocked to the show and Snoop became an honorary member of the Shelby family.

There were 4,000,000 organic views, 80 million impressions and the show became the most most-watched series of Peaky Blinders ever at it brought in new viewers. And Snoop? He became an honorary member of the Shelby family.