BEST BUY: BEST BEATS
Best Buy had a problem. Gen Z wasn't thinking of them when they thought about innovation.

So to make Gen Z see Best Buy as innovative again, we tapped into a cultural zeitgeist where more young people are creating, mixing, and experimenting than ever before: DJ culture.

Art Directors: Connelly Miller & Regina Gutierrez
Copywriters: Dallas Ordulu & Maya Vasquez





Young Ones Club Bronze Winner & 2x Merit Award 



First, we tease the contest with ASMR clips posted to socials. All using sounds that can be found in Best Buy.






Then we invited participants to come into stores and take sounds from items on the shelves,





and turn them into hit tracks.


                 


Each song dropped under #BestBeats, with every post linking the featured Best Buy gear in TikTok Shop, turning the challenge into a shopabble community-wide moment.






Awarding the DJ with the most likes a fully produced music video.

21 GRAMS