MilkMoney was awarded the OOH buy for Apple and Beats by Dre’s “Dare to Dream” campaign featuring Travis Scott—a milestone moment for modern media buying.
From a tweet to a global campaign
The creative draws inspiration from a 2011 tweet written long before Travis Scott became a household name: “One day Travis Scott will be somebody.” That belief—simple, personal, and bold—anchors the entire campaign.
Belief as the starting point of greatness
“This campaign captures something deeply personal—the belief that greatness starts with a single idea and the courage to chase it,” said Chris Thorne, CMO of Beats. The message resonates far beyond music, tapping into a universal truth about ambition.
Why this win matters for MilkMoney
Founded in 2016, MilkMoney set out to change the media landscape by creating a direct connection between advertisers and real inventory, in real time—without middlemen, RFPs, or long lead times. Securing this campaign challenges the idea that only large agencies can serve the world’s biggest brands.
A signal of where media buying is headed
The industry has spoken. Demand for innovation, efficiency, and accessibility is growing—and this campaign marks a clear inflection point. With Apple continuing to set the standard for disruption, the collaboration underscores how bold ideas, paired with the right platforms, can become reality.
FAQs about this campaign
What is the ‘Dare to Dream’ campaign?
An Apple and Beats by Dre campaign featuring Travis Scott, inspired by a 2011 tweet where he manifested his future success.
Why is MilkMoney’s role significant?
MilkMoney was awarded the OOH buy, validating its self-serve, real-time model for premium brand campaigns.
What message does the campaign convey?
That greatness often starts with a single idea—and the courage to pursue it.
What does this mean for the OOH industry?
It signals growing demand for innovation, transparency, and efficiency over traditional, slow buying processes.
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