[CS006] CAMPUS: Earning credibility through hyperlocal storytelling.
CHALLENGE
Land the CAMPUS 00s among brand-identifying Gen-Z, with a regional focus on men in Liverpool, Manchester, and London.
UNORTHODOX APPROACH
By paying attention to local nuance and each region's style identity, we discovered passionate, hyperlocal pride in homegrown music, sport and fashion, which was shaping the lives of our audience on the streets.
"Reflecting the community's interests from music & football, to Y2K subculture, we created a unique but relatable atmosphere."
CRAFT AND COLLABORATION
We cast this same talent to tell a relatable yet energising story of brand and product through an elevated documentary style with photographer and director, Sophie Jones.
RELEVANCY
Our study of hyperlocal identity and behaviour was unparalleled - made apparent in the level of community engagement, which flourished through our social content and partner publishing.
