The ‘Game Starts Here' series is the first time Beats has become involved with rugby. It has previously worked on football-based campaigns, and its ‘Game before the Game’ package, created for the 2014 Fifa World Cup, was viewed 29 million times on YouTube.
"This is probably Beats’ best work. When you look at everything we’ve done, I think this is our best work," Omar Johnson, CMO of Beats told reporters during the unveiling of the new campaign earlier this week.
To launch its campaign, Beats will initially focus on three teams: England, France and New Zealand.
Each video package aims to tell the story of the team. The piece on New Zealand focuses on the journey of the All Blacks' Captain Richie McCaw and the team's ambition to retain the title:
The French edition takes a more sombre approach, featuring fans debating the heartbreak of the last World Cup and the state of rugby within the country.
Finally, the England advert tells the personal story of captain Chris Robshaw.
Beats also plans to launch more promotional items during the tournament for other teams.