Campaign concept: Soul of the Streets

Soul of the streets, where the pulse of the city life beats strongest, where culture, fashion, music and community come together.

Our campaign weaves together the diverse threads of Gen Z experiences, showcasing how they embrace music, food and fashion as essential elements of their identity. Through immersive brand activations and intimate pop-up event, we invite you to dive deep into every corner tells a story, and every step is a statement.

Key messaging:

Community connection: Through localised intimate pop-up events, we celebrate the unique spirit of connection and collaboration that enrich both our brand and the communities served.

Multi-sensory experience: We embrace immersing the audience in a multi-sensory experience that blends music, food, and fashion seamlessly. From curated DJ mixes to street food delights, every element of our events are designed to captivate and inspire.

Cornerstore chronicles: The brand activation takes centre stage in local corner stores, transforming these spaces into vibrant hubs of creativity and community. Over three days, we’d unveil the latest offerings to a curated audience, inviting them to explore and engage with our brand in an intimate setting.

Execution:

Brand activation: Transform local stores into immersive showcases. Curate interactive installations, and live elements that celebrate the intersection of music, food and fashion. Invite a curated list of Creators, media, and community influencers to experience the event firsthand.

Content creation: We’d capture still and video content throughout the event, documenting the energy, creativity, and connections forged in real-time. Highlight the unique stories and perspectives of Gen Z attendees, showcasing how they interact with the brand and each other in this dynamic environment.