Credits:
Agency: Thinkhouse
Client: Life Style Sports
Campaign: Launch of Trainer Central
Client: Amanda Campbell, Aoife Knox, Niamh McGary
Account Directors: Mark Kilbride
Planning: Claire Hyland, Eimear Fitzmaurice
Creative: Dave Byrne, Shane Kenna, Brian MacRory, Grace Enemaku
Photographer: Kevin Goss Ross
Film: David Balfe
The lowdown:
Thinkhouse, the youth marketing agency, has been commissioned to help Lifestyle Sports, Ireland’s leading retail destination for trainers and urban apparel, to launch ‘Trainer Central’ – Ireland’s most popular destination for the latest must-have trainers.
Thinkhouse was tasked with developing a new creative advertising campaign to feature on out-of-home, (metro panels, metro poles, six sheets, digi screens and a red line LUAS wraps.), in-store and digital / social.
The Youth Lab, Thinkhouse’s insights and planning team, developed the key insights for this campaign: Today’s 16-24 year olds are members of a visual generation. This is the era of the visual purchase cycle – “see, validate, buy, post, resell.” Visual-centric social media influences their decision making – they need to see something on their feed to consider buying it. (Some key insights that influenced the strategy: 80% of young male shoppers are influenced by Instagram. Not only are young people following brands online, but they are following retailers and youth style icons who are famed for presenting a unique, streetstyle inspired look.)
To deliver the campaign, Lifestyle Sports partnered up with young up-and-coming urban hip-hop act Hare Squead, who hail from Tallaght and Blanchardstown. Hare Squead was chosen because they embodied the culture of street style and the power of their art. The shoot was undertaken across three locations in Dublin – Menspire barber shop, Orphan Recording Studio and an outdoor location in Inchicore.
Working with Hare Squead, Thinkhouse created an ad for Trainer Central featuring Hare Squead’s banging track Long Way To Go which features on social and digital media. This track been used across Life Style’s multi-format ad content.
