supreme 2.0
campaign story a/w13//
are you a digital warrior?
SUPREME 2.0
SUPREME 2.0
the future
the message
In summary the campaign takes inspiration from the quote ‘The survival of the fittest’. And updates this to be relevant today in an increasingly digitalised society. It is also heavily inspired by a new generation of young people who are active and creative in taking charge of their futures and carving out opportunities for themselves. At the root of the campaign the message is clear. You (the target audience) have an advantage in the fact that you are digital natives. You are the future, you have all the necessary tools and you can/wil be at the forefront of a revolution.
the imagery
The imagery for the campaign story works well on many levels. First and foremost it utilises user generated content and therefore the vision of the target audience is always at the core. Secondly the selection of imagery is eye catching and different, it will catch the eye of the viewer and it will make them stop and think. Which is exactly what is intended. Furthormore the lack of actual branded products or models in the ads reveals that we are not necessarily trying the sell products with this particular communication method it’s more about communicating what the brand stands for and what we believe in.
ad placement some things are best left oldskool
are you a digital warrior?
SUPREME 2.0
the location
In keeping with the brand values and the nature of the streetwear market in general the advertising material which unfolds the campaign story will be strictly distrubuted via street posters in key high reach areas. These areas include the likes of East London, Covent Garden, Carnaby, Soho, Brixton and East Dulwich. Out of London locations such as Manchester and Birmingham will also be targeted on a smaller scale. This decision has been based on areas with high populations of young people, creative areas, popular youth nightlife destinations aswell as areas with a high streetwear brand presence.
the Supreme 2.0 world
the revolution is coming.
the short film// A one off short film set in the future and depicting a new digitalised world which has been taken over by a group of young creatives. The message is clear. The youth generation have the tools and the knowledge in this new digital enriched world and they are in control.
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