Color is a powerful way to express your unique identity. The color of each Solo2 headphones shows the world your music, your style, and who you really are. To launch Solo2s in Japan, Beats collaborated with five carefully selected members of the hugely influential pop group, the E-GIRLS. Each color represents an expression of personality and New Life, as these give girls became more prominent within their band and music culture in Japan.
R/GA’s integrated campaign responded quickly to build momentum with campaign engagements like store events, interactive posters, and meme generators, making it Beats most successful global launch ever.
Agency: R/GA Shanghai / Tokyo
Role: CD / AD Freelance
Director: Dave Meyers
Team: Phil Haworth + Jason Hynes + Kim Jerbo + Enric Soldevila