"WE ARE LONDON is a celebration of the unique talent and creativity that thrives within our capital city. The sounds, the sights and the vibrancy of young London. WE ARE LONDON is a declaration of the belonging - to a generation that are going places, making their own luck and forging their own path. London is the most exciting city in the world right now - show the world you're part of it." - adidas.com/wearelondon
In months to come 'We are London' advertisements will be popping up everywhere, already being on bill boards and widely advertised on public transport in London. The faces of the campaign being hip-hop/grime London artists; Bashy, Devlin, Scorcher, Loick Essien and Maxta. The campaigns aims are to let the young London public to show that they are part of and support a unique generation in London. As per the quote above "exciting city in the world right now" with the 2012 Olympics and current campaign to host the world cup here in 2018.
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There is a mass lot of social network involved and online media, such as facebook and youtube. Facebook is the main website allowing more involvement with the modern generation, for instance competitions and applications that interact with your own profile. Adidas own youtube channel has already posted 8 videos since the launch just over a week ago with more to come, this includes the TV advertisement and interviews with the 'faces' in conjunction with sb.tv. Launching just before Christmas will increase the sales in adidas as the target audience will be wanting to look like their peers. These musicians are very underground and are breaking through the stereotypical UK music industry following artists such as Kano and Dizziee. I am sure if you ask a majority of the older 30+ generation they will not know who these endorsements are, that is why they have chooses these channels to convey in this movement. Check out Adidas for the a/w 11 range and clothes seen on campaign. Adidas campaigns this year also makes up of 'Adidas Originals' and 'Starwars'.
STAND UP FOR UK ARTISTS
STAND UP FOR UK ARTISTS
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