Beats Pills
A set of small but loud speakers, which just so happened to also be the perfect way to establish them in popular culture. So we created a cartoon gang called The Pills. Tiny, trash-talking characters with big personalities and even bigger mouths. They would comment on important moments of culture in real-time — from the Breaking Bad finale to Floyd Mayweather fights.
Each Pill was voiced by a celebrity picked to fit one of the personalities within a group dynamic established during the US campaign. Unity 3D was used to puppeteer the characters so content was quickly created and launch
As a truly global campaign we then rolled out the project in the UK whilst staying relevant to the local cultures of the diverse, little island. We did the same for France and Germany, with the help of local creatives.
We then gave them a celebrity talk show in Europe where they got real with celebrities. We used live puppeteering through Unity to bring the Pills to life in this series.
To top the year, the campaign went beyond marketing by creating an entirely new revenue stream for the brand. We created real-life characters designed to hold the Pill speakers and sold at bbd.com. By November that year, Pills sales were number one in the wireless speaker category, and the Pills became the must-have holiday gift of the year.