Last year we started working with Life Style Sports - the Irish owned, international retailer. Our role, as a partner to Life Style Sports, is to assert its authority as the leading retail destination for trainers and urban apparel and to ensure that the brand remains relevant with today's audiences.
Through work with The Youth Lab, our insights, planning & strategy team, we developed some key insights for this campaign. Today’s 16-24 year olds are members of a visual generation. This is the era of the visual purchase cycle – “see, validate, buy, post, resell.” Visual-centric social media influences their decision making – they need to see something on their feed to consider buying it. As a member of our LOVE NETWORK reported, “I think this generation is trend obsessed. If you see something online and then see it again and again, then you want it. You need to have it too.”
80% of young male shoppers are influenced by Instagram. Not only are young people following brands online, but they are following retailers and style icons who are famed for presenting a unique, streetstyle inspired look.
From this insight, we validated that partnering with young up-and-coming urban artists Hare Squead who embody the culture of street style and the power of their art.
Our creative team directed, shot and edited two brand videos to promote Trainer Central featuring Hare Squead's banging track Long Way To Go.
As with all of our platform specific work, we shot it as a multi-format video allowing us work with the Instagram aesthetic, OTT HD aesthetic & retro aesthetic.