Beats
Situation:
Music is considered the “universal language of mankind,” and as an electronic audio company, Beats has built an empire amplifying people’s voices, and making sure that they feel heard.
However, there is one demographic that has often felt forgotten by the music industry: the deaf and hard of hearing community.
Solution:
The Hearing Impaired Community has felt the need to constantly adapt to the world around them, oftentimes feeling like things were added as an afterthought. So we created a total sensory music experience, built for mass-market appeal, but designed directly with and for the deaf community.
Because when it comes to music, the Hearing Impaired Community doesn’t listen to music–they experience it.
Strategy:
Feel the Beat.
Manifesto Video:
We worked closely with the deaf and hard of hearing community throughout this project, which resulted in the following activations:
OOH:
We compiled a Spotify playlist with songs that have a heavy bass and strong vibrations when played on a speaker.
When the QR code is scanned, an AR program is used to bring the static posters to life to the beat of the song.
Beats X Nike:
Based upon the learning that members of the Hard of Hearing Community experience music through full body vibrations, we designed a pair of sneakers that conduct sound waves through to their feet.
Branded Extensions:
As an Apple subsidiary, we created a more immersive music experience by leveraging the Haptic Feedback feature on Apple Watches and wireless headsets.
