We wanted to celebrate the power of individuality in a noisy world that’s constantly telling you who to be and telling you what to do. To get to word out, we reached out to some special friends of the brand: nearly 100 of the biggest names and entertainers in music, sport, and culture who unapologetically stay true to themselves no matter how loud the world gets. We asked them all a simple question - “What’s a mantra that helps you stay above the noise?” – and turned their answers into custom pairs of Studio3 headphones that they could share with the world.

On October 20th, one by one throughout the day, each talent partner revealed their headphones on social and tagged the next one to participate, creating a social chain and rabbit hole that connected the world's biggest names across music, sport, and culture, and let fans explore newly unveiled 1 of 1s all day long. The chain ran from 6 a.m. GMT to 7 p.m. PST and bridged continents (i.e. Tom Brady to Harry Kane) and industries (i.e. Serena Williams to Diddy), but each pass stayed authentic to existing real-world relationships between the talent.

Executing this vision with this caliber and volume of celebrities took extreme precision to ensure the order of the chain while feeling organic. Because the chain brought together talent from all over the world, we had to map out posting timings that would align to the moments when consumers in each market are active on social media.

In a single day, #1of1 received over 10 million true engagements, was mentioned 282k times, and added 40k new followers on social. Additionally, 99% of the mentions on social were positive.