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 shared and discussed widely.

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

In a stylistic homage to Pulp Fiction, Dre pops the trunk of his car open to reveal to both Snoop and the audience that there is "something" inside. They then grab their shovels and proceed to bury it.

Afterward, while Dre and Snoop are relaxing, Dre cracks open a can of Gin & Juice, marking the first time that audiences are able to see the can. However, as soon as Dre is about to drink it, he and Snoop are suddenly lit up by flashlights, forcing Dre to drop the can and 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.

With organic social being the sole focus of this launch, we wanted to make sure that the "Gin & Juice" launch film wasn't a typical "social cutdown" of a larger commercial. Instead, we set aside typical broadcast and social media best practices and created something entirely unique. A 2 minute film very much in the spirit of classic gangster movies, with one twist. It was shot vertically for social.

The film was just long enough to tell an engaging, social-first story. And the product was treated more as product placement than advertising, showing up just enough to generate social conversation in the comments, allowing us to announce its arrival in a highly engaging way.

While many brands only focus on the film medium in their broadcast or performance-driven campaigns, "Gin & Juice" showed that high quality film content can also exist and thrive on organic social.