Our campaign consisted of a single short film, "Gin & Juice," posted organically on Dr. Dre and Snoop Dogg's social channels. To portray the level of craftsmanship that Dre and Snoop embody, we showed audiences that "premium" and "social" can be one and the same.

The core idea was to create a short film in the style of classic gangster movies, featuring Dre and Snoop as the protagonists. It didn’t feel like an ad. It felt like a film with just a little bit of product placement. This allowed it to be shared and discussed widely on organic social.

Gangster movies have long been a part of hip hop culture. We leveraged this connection by making our own 2 minute gangster film in the style of Scorsese and Tarantino starring Snoop and Dre.

Given their historic impact on music, news of collaborations between Dr. Dre and Snoop Dogg always generate buzz among hip hop fans. The timing was perfect with Dre and Snoop's song, "Gin and Juice," the track that the product was named for, being celebrated for its 30th anniversary in the same year.

When our film was published on social, fans immediately started expressing their excitement in seeing Dre and Snoop working on a new project together, causing it to be widely shared and discussed.

It begins with Dre and Snoop having a mysterious conversation in their car in the woods at night, while wearing matching suits and ties. Why the suits? "Because," Dre says, "if anyone saw us, it's the only thing they'd remember."

In an homage to Pulp Fiction and Goodfellas, Dre pops the trunk open to reveal… something. In true Tarantino style, we never see what they were looking at, even as they drag it into the woods and bury it. Instead we always saw from the POV of what a reasonable viewer could assume was a body.

Once they're finished, Dre cracks open a can of Gin & Juice to relax, marking the first time that we're able to see the can. However, as soon as he's about to drink, the two are ambushed, forcing Dre to drop the can and reach for a weapon to fight off their unknown attackers.

After decades of success in both music and entrepreneurship, Dr. Dre and Snoop Dogg wanted to communicate the impact that their newest endeavor will have in an entirely new industry. To do so, Dre and Snoop were looking to create a piece of content that would announce the arrival of their latest collaboration, a beverage product called “Gin & Juice,” in a way that excites both their fans and audiences in general. Our brief was to create mass awareness and generate brand affinity and interest in the launch of Gin & Juice. To do this, we boiled it all down to a single objective - to make a piece of branded content that was intended purely for organic social. We even shot the entire short film exclusively in a vertical format.

The content succeeded in generating mass awareness and excitement for the launch of Gin & Juice. Specifically, it received over 19 million organic video views across all social, as well as over 1 million engagements (likes, comments, shares). The impact was swift with our newly launched Gin & Juice brand Instagram channel gaining tens of thousands of new followers and interest in the product skyrocketing.

With this newfound brand interest, sales figures have surpassed all expectations with consumers selecting Gin & Juice over many popular canned cocktail brands, often posting about their new Gin & Juice purchases on social. The video was also featured in numerous major publications such as Complex and USA Today.