The stuff you can't bottle: advertising for the global youth market

R$ 184,90

Sinopse

Internet 2.0 has produced a new kind of advertising – Advertising 2.0. Culture is merging with commerce, and the only way for advertisers and brands to connect with young people is to get involved with their world.'If most people acted the way advertisers do, they’d get punched in the mouth. Actually the best way to secure a long-term, ongoing relationship – particularly with young people – might be to start by listening rather than talking. Blend in and slowly but surely get noticed for doing something that’s interesting or funny or relevant or cool or different’ – Erik Kessels, KesselsKramerYou have to speak the right language – audio and visual, real and virtual – in the right place. King Adz’s research has taken him across the globe. He has visited skate parks, clubs, gigs, and street art events. He has talked to young people to find out what really fires them, and he has talked to the young advertising creatives who have succeeded in connecting with them.King Adz shares his unique insight through topics including viral video, augmented reality, sex and subcultures, as well as case histories of stand-out campaigns and brands (Vans, Stüssy, Levi’s and more). There are interviews with ad execs who have cracked this notoriously tricky market – and comments throughout from creatives working right now around the world.The youth are leading the brands, not vice-versa; and this makes youth advertising one of the most exciting creative industries in the world today.

Participantes

Autor: King Adz