Building a twisted musical wonderland with Jackson Wang to put Beats back at the center of music culture in China
Music Wonderland
In headphones, Beats has always believed in the power of music to shape culture. But that relevance with today's youth was fading, and even the brand's connection to music itself had gone soft. The task was to team up with brand ambassador Jackson Wang and put Beats back at the center of music.
Music was doing more than playing in the background. It was where people went to escape, to blow off steam, to feel like themselves again. So we gave people somewhere to actually go: Beats Wonderland, a twisted, fantastical Disneyland built for music lovers, complete with music-themed roller coasters and ferris wheels, with Jackson Wang running the whole show as its creator and ringmaster.
To bring the world to life, we brought in director and photographer Charlotte Rutherford, known for a wildly imaginative, surreal style and past work with Justin Timberlake, Sabrina Carpenter, and Lil Nas X.
"This is the best performing Beats ad in China's history."
Dino Xu, APC Head of Marketing, Beats
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