Through work with The Youth Lab, 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 youth 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 hail from Tallaght and Blanchardstown, for a unique shoot across three locations in Dublin - Menspire barber shop, Orphan Recording Studio and an outdoor location in Inchicore. Hare Squead were chosen because they embodied the culture of street style and the power of their art.
Working with Hare Squead, we also created a new brand video for Trainer Central featuring their banging track Long Way To Go. This has been used across Life Style’s digital and social platforms and the key for Thinkhouse was shooting as a multi-format video, which gives scope to link in with Instagram aesthetic, OTT HD aesthetic & retro aesthetic.
Imagery has been live in all key shopping locations across Ireland through the busy Christmas period and if we do say so ourselves, looks WHOPPER. Here’s to big things for Life Style Sports in 2018.