Music
•
Culture
•
Festivals
•
Music • Culture • Festivals •
Brief
G-SHOCK needed to authentically reinforce its relevance within youth culture, amplify its core "Never Give Up" ethos, and elevate its cultural footprint. The objective for the brand during my time there was to connect directly with the target demographic through live music, action sports, and strategic alignments with culturally adjacent brands across the UK.
Response
Alongside a talent partnership with rising musicians like Unknown T and JGREY (via Nerds agency), we executed high-impact physical activations at major touchpoints like NASS and Boardmasters festivals. To further elevate G-SHOCK's cultural cachet, I worked with the marketing team to integrate cross-industry partnerships with culturally credible brands including Monkey Shoulder Whiskey, ’47, Rinse FM, and premium streetwear label Maharishi creating a powerful network of brand associations.
Result
The content successfully positioned G-SHOCK at the exact intersection of music, street culture, and extreme sports. By physically engaging festival crowds, skaters, and BMXers alongside heavyweights like AJ Tracey, Dizzee Rascal, and De La Soul, and leveraging the "halo effect" of our strategic brand partnerships, we drove massive on-the-ground engagement and firmly cemented the brand's credibility within the UK scene.
Moss - Fashion
DFS - Social
Nespresso - FMCG
Beefeater - Alcohol
GDK - FMCG
Huel - Health
Kahlua - Alcohol
Goodsocial - Branding
Tideford - FMCG
Unilever - FMCG
Ministry of Defence x G-SHOCK - Electronics
Gorillaz - Product Design