Beats By Dre x Druski x Target Activation

Beats had a partnership with Target for their new earbud launch, but they didn’t know how to capitalize on it. We proposed that Druski visit a local Atlanta Target on launch day to buy their entire inventory, then give it all away to customers. The idea was inspired by Drake and J. Coles viral visit to Best Buy to purchase every copy of J. Cole’s debut album. My role was coming up with the concept, developing the treatment, directing Druski on set, and the social rollout of the activation. You can visit the strategy section for more detail on the overall campaign!

Outcomes (Photos Below)

Left: Druski posted a BTS photo from the shoot, with a heartfelt caption revealing why this activation meant so much to him. This post was a surprise and not contracted.

Center: Earned media also came from unexpected celebrities, such as G Herbo, posting videos of themselves walking through Target looking for the “Druski” Beats.

Right: The film generated hundreds of comments across Instagram, TikTok, and Twitter, with praise for giving back and requests to get a pair themselves.