Droga5 Smells What The Rock Is Cooking (It’s a Lifestyle Brand)

By Erik Oster 

Droga5 launched a new campaign introducing Dwayne Johnson‘s Project Rock to the world.

As Steve Jobs once put it, “The customer never knows what they want until we show them.” Please show us, Mr. Johnson!!

Project Rock is a “motivational lifestyle brand” from Dwayne Johnson (also know as “The Rock”) launching with a pair of bags, a backpack and a duffel bag, manufactured by Under Armour, which will sell for $99.99 and $129.99. Droga 5 and Johnson announced the project with a video which went live on Johnson’s social media channels yesterday. In it, Johnson speaks to viewers from a gym, where he claims “We are all a project, every single one of us…and I have officially made it my project to help as many as you as possible get after your goals” before introducing the bags as “a symbol of dedication” and discipline. Those offerings are just the beginning of the Project Rock brand, however, as it will eventually include a whole range of products exemplifying a similar theme.

“We applied the exact same strategic rigor to Dwayne that’s usually reserved for our traditional brands,” Droga5 director of brand influence Matt Gardner told Adweek. “We started with dozens of interviews with members of his team, managers, agents, his writer, publicists, friends. And then we actually did a series of focus groups, polls, social media monitoring—stuff like that. We got really down and dirty. We went to Craigslist. We went to SurveyMonkey. We went to fans and nonfans, all to get at the core driver of what makes a Dwayne Johnson fan.”


We looked into all this data that shows that when it comes to helping, when it comes to working, when it comes to doing good for the planet and for the environment, millennials value these things, but they really don’t act on them very much,” Gardner added. “The opportunity was to position DJ as a motivator, and we really got to this brand purpose, which is giving that young target audience the strength to walk the walk. What was amazing was … here was a person, not a brand. And we gave him a brand purpose. We’d never done that for a human being before.”project-rock-3
Client: Dwayne Johnson
Title: “Project Rock”
Agency: Droga5
Creative Chairman: David Droga
Executive Creative Director: Neil Heymann
Senior Copywriter: Chris Colliton
Senior Art Director: Kevin Weir
Executive Design Director: Rob Trostle
Director of User Experience: Daniel Perlin
Associate Design Director: Devin Croda
Chief Creation Officer: Sally-Ann Dale
Head of Interactive Production: Niklas Lindstrom
Executive Interactive Producer: Justin Durazzo
Interactive Producer: Alex Smith
Head of Broadcast Production: Ben Davies
Associate Broadcast Producer: Stephanie Hill
Business Affairs Associate Director: Matthew Friday
Global Chief Strategy Officer: Jonny Bauer
Head of Brand Strategy: Chet Gulland
Director of Brand Influence: Matt Gardner
Global Chief Executive Officer: Sarah Thompson
Global Alliance Director: Nick Phelps
Associate Alliance Manager: Ethan Lewis
Account Manager: Josh Freeland
Senior Project Manager: Anika Chowdhury
Director of Technology: Andy Prondak
Technical Lead: Joachim Do
Quality Assurance Lead: Alexis Gepty
Editorial: D5 Studios
Music and Sound Design: Comma & Particle
Producer: Lauren Pecorella
Additional Sound: Jingle Punks
Website Production: We Are Wild
Client: Dwayne Johnson
The Garcia Companies
Founder: Dany Garcia
Seven Bucks Productions
Senior Vice President: Brian Gewirtz
Vice President: Hiram Garcia
Vice President, Business Development, Global Partnership Group: Elia Infascelli
Partners: Brad Slater, Jason Hodes
Under Armour
Director, Sports and Entertainment: Jeremy Brodey