Our Watch: Never Follow

It's all too easy to copy the negative behaviour we see around us, this is even more true of young men. We needed to reach these young men, who actively reject advertising, and encourage them to forge their own path, and never follow.
To do this, we hid our message within the one style of advertising this audience tolerates, a streetwear ad. Agency: Tinkerbell

We partnered with Volley to create a limited edition pair of high-tops that our audience could claim for free after watching the film, all 300 pairs were claimed within the first 3 days.