Beats by Dre has launched a visual campaign that uses Chinese illustration to tell four stories around the insight that the year of the Rat shifted people’s perspective away from monetary value.
As the year moves into the Ox Beats by Dre, and its agency Mother, wanted to tell stories that show how people may be prioritising their experiences in new ways, all while promoting its Beats Flex product.
The target audience is younger consumers that will be planning trips home to see their families this year and the images tell stories that the brand hopes they will resonate with.
For example, one image tells the story of a gamer that has managed to turn his passion into a career. Another shows a strong female athlete that is proving that you don’t need to have a small frame, as is expected for women.
Mother worked with Inji Seo on the illustrations, adding a more modern aesthetic to the illustrations than would be expected from traditional Nian Hua-influenced imagery.
Client: Beats China
Campaign: Beats Flex
Agency: Mother Shanghai
Creative: Mother Shanghai
Strategy: Mother Shanghai
Illustrator: Inji Seo
Production Company: Hamlet China
Producer: Duffy Du
Executive Producer: Yimeng Zhang
Production Coordinator (Seoul): Simon Yi
Retoucher: Allen Chew