Part of the overall strategy for Fall/Winter’13 was to push technological boundaries, taking the artistic collision concept mass-scale to reach consumers. Run DMC were rumoured to be reuniting. The opportunity was to bring next-generation youth (urban 16-23 year-olds) back for another dose of Originals culture by colliding the Kings with emerging turntablist A-trak, keeping the brand fresh and relevant.
We brought this idea to life in two ways. All markets had the opportunity to air the global brand campaign including TVC, interactive film, print and a mobile web app — all driving the consumer to retail. Key markets had the option to request customised versions of the campaign assets, including a consumer activation where fans inspired local artists to remix a bespoke song RunDMC and A-Trak produced.