To promote a series about the way two special artists (Dr. Dre and Jimmy Iovine) broke down barriers and built a new genre in the music industry, HBO distilled the themes of the show into a simple yet universally understood emotion: the satisfaction of proving wrong those who dismissed your dreams and talents. The phrase “You will never” was cast across a wide collection of marketing waypoints. Print, social, influencers, anything that had a toe in modern culture was brought into a conversation about defiance and following your passions no matter the obstacles in front of you. The campaign led to HBO’s 2nd most watched documentary in its history, and 56 MM social impressions.

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