London, United Kingdom, May 29, 2007 --(PR.com
)-- After the success of last year’s Start Something campaign, fashion brand Kickers has taken to the streets, the airwaves and the ether again to tell it’s unique story and inspire young people to Go Do Something New. The campaign, which builds on the ‘revolutionary’ tone of last year’s work, is the result of a multi-agency collaboration involving creative agency Karmarama, communication strategy shop Naked, activation agency Lunch, web designers Pre-Loaded and New Media Maze handling the online marketing.
This time around Kickers’ inspiring brand story is more central, providing an authentic frame of reference and a platform to increase relevance amongst today’s ‘DIY generation’ of young people. From the student revolutionaries of ’68 to key players in the rock’n’roll, Manchester, rave, Britpop and garage scenes, Kickers has always been a brand for doers not thinkers, people who actively embrace experience and adventure with a positive, action-oriented spirit. It’s this philosophy that set the tone of last year’s campaign and is being lived through this year’s activity.
Once again a multimedia approach has been taken for greater engagement. The brand’s heritage and philosophy is told in a ‘brand film’ being distributed online and through targeted digital TV stations, with the Go Do Something New manifesto being enforced with radio spots and propaganda-style street posters and stickers. As well as telling the brand’s story, the campaign is designed as a launching-pad for other Go Do Something New experiences.
Online, Kickers have launched their e-commerce operation, so visitors can now purchase product as well as explore content celebrating the brand’s spirit and story. There are Go Do Heroes, from famous faces of scenes-gone-by to fashion designers the brand is collaborating with today. There’s also the chance to have a Go Do Experience of your own, with listings of events happening throughout the country and the chance to win a unique experience in music, fashion and travel – only if you spread the word and get enough of your mates to vote for you! You can even submit your own listings and heroes, whether it’s your mate’s backyard folk festival or your big sister’s fashion show.
“We’re really excited to work with a brand with such strong youth heritage and the desire to bring its story to life. It’s allowed us to use a single-minded tone whilst embracing new channels for the brand, to re-connect its philosophy with a new generation of ‘revolutionaries’”. Ben Milligan, Senior Strategist, Naked Communications.