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Suede Gully

基本信息
行业: 服装
媒体:影视
风格: Minimalism
说明cnen
Synopsis
Puma wanted to launch its line of the iconic Suede shoes in India, and do it with a bang. The brief was direct - Suede stand for street fashion, and hence, would speak the same language. Our objective was to establish Puma Suede as a symbol of street culture in India and shine light on this underground movement, all while creating a national platform for creative collaborators.
Strategy
While street culture is the common factor across all of India, the culture in each of these streets speaks a whole other story. The strategy was to represent all of India - hence, a multi-lingual track featuring iconic streets. Puma Suede stands for authenticity and rawness, and so instead of going down the traditional advertising route, we created a single music video that would be relevant to the entire country, and get embedded in pop culture organically. Which is why every artist in the video cannot boast of a celebrity status or a large mainstream following, but is a true representative of the underground street culture of India.
Outcome
12 million+ views. 20 million+ total reach. 95% positive engagement. Added to 3k playlists.
Execution
To implement Suede Gully, we brought together regional hip-hop artists, bboyers and graffiti artists from four corners of India, and created one catchy, cohesive track. The execution, staying true to the brief, took place on the iconic streets of India, as well as the local trains - the railway system which represents the local street culture. This was shot across 4 cities and only featured performers coming from these corners.
CampaignDescription
Lending voice to a new generation of creators, we pioneered the largest movement in India's street culture with the collaborative campaign - Suede Gully. We portrayed the street culture of India, giving a single creative stage for self-expression to a talented breed of artists, musicians and dancers. The music video captured the essence of Indian streets in the most authentic manner - raw and compelling. With this campaign, we gave the iconic Puma Suede, which has been a cultural street and hip-hop symbol for decades, a fresh and local perspective.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 社交与影响力
Single Country Campaign
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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