Bitter Brew, Bet the Farm, Brewing Change
The Stuff You Can't Bottle:
Advertising for the Global Youth Market
by King Adz
What is it that creates a spark between brands and young people? How do you capture something that is so dynamic it's gone before you know it? Reporting from the front line of youth advertising, King Adz digs deep and gets to the core of what makes a successful campaign today: a big idea that forges a real connection with the audience.
King Adz's research has taken him across the globe, from North America, Brazil and Europe to Russia, China, India, Hong Kong, South Africa and beyond. He has visited skate parks, clubs, music festivals and street art events, talking to young people to find out what really moves them.
Through eighty-eight topics, King Adz shares his unique insight into the cultures of young people, including viral video, augmented reality, girls and boys, sex and subcultures, as well as case histories of stand-out campaigns and brands (Vans, Stussy, Levi's and more). There are interviews with ad executives who have cracked this notoriously tricky market and comments throughout from creatives working in agencies around the world.
Youth today are leading the brands, not vice-versa, and this makes youth advertising one of the most exciting and dynamic creative industries in the world. (Cover description)
King Adz is an author and creative/director who specializes in the creation and documentation of Youth Culture. He has traveled constantly for the last 15 years examining global youth talent and sub-cultures and been lucky enough to work with some of the most influential and interesting people around.
He roams the globe to touch, taste and experience what's happening on the ground, documenting his findings in book projects like The Urban Cookbook (Creative Recipes for the Graffiti Generation) and Street Knowledge (An A to Z of Urban Culture). Whether he's going underground in Tel Aviv or discovering new sounds in Rwanda, Adz uses his little black book and unwavering honesty to expose the biggest players and break-out names in the world of creativity, street culture, food, travel and beyond. (Book description)