As part of the Futbol Now campaign, Pepsi is presenting a new music album, Pepsi Beats of the Beautiful Game, that incorporates the energy of youth culture, sports and cultural diversity. For this music project, “the largest music, film and football collaboration in the brand’s history” the legendary soda label has tapped a pool of original and unique—popular and emerging—artists from all across the globe. These 11 tracks will also be used as soundtracks and a source of inspiration for the upcoming short films by acclaimed directors.
youth marketing
Vans is set to teach its fans about all kinds of things with its new original series of bit-size tutorials titled “How to Do Everything in the World.” The series focuses on “the unique aspects of Vans’ brand of youth culture,” captured and illustrated by the protagonist, a quite aggressive middle-aged man, Gavin McInnes.
The problem of bullying might be as big as the problem of direct physical aggression. To help address it, Coalition Against Bullying for Children and Youth (CABCY) in Singapore has launched a nice video that “melts” as it is shared. The animated spot, “Share It to End It,” tells a gritty story of a little boy who has become a victim of bullying in school.
Diesel has collaborated with the popular contemporary culture magazine i-D to create a motion-packed spot dubbed “A-Z of Dance.” In the video, a team of street dancers perform 26 moves, one for each letter, in alphabetical order. The spot, filmed in Los Angeles skyline, promotes the new collection of Jogg Jeans, the denim/jersey hybrid pants that are perfect for dancers or just people who love to move a lot.
Starbucks UK is rolling out its 2014 Starbucks Youth Action program, aimed to inspire, empower and support young people from across the country, who want to contribute to their communities with fresh and bold projects. The company will support the most promising ideas by providing necessary training and managing skills to the teams behind them.
Vans is celebrating the rebellious spirit with its new campaign, Living Off the Wall, that features all sorts of culture rioters. The new promotion targeted at youth lives on a “breathing” scroll-down website loaded with content that invites to learn more about creative individuals who obey their own drive only.
To bridge the gap between the younger generation and literature classics, PUMA interprets the Nunnery Scene from Shakespeare’s Hamlet with street dance moves. The piece is part of the “Puma Dance Dictionary” project by Grey London and filmmaker Daniel Wolfe, launched in 2013 to prove that the language of moves can render the meaning of traditional words.
Dove continues to challenge stereotypes about beauty imperfections in the documentary film, Selfie. It depicts school girls and their mothers, who are taking a new, brighter look on their most hated body attributes through selfies, self-portrait photographs taken with the phone camera for social-media use.