The Campaign

In 2021, cities came back to life. People flocked to the metropolises, and even late at night, gatherings were once again possible.

To make the indispensable on-the-go companion AIRWAVES relevant again, we launched a campaign that established the brand theme "Freshness" as a trendy statement within urban lifestyle and youth culture. The reactions speak for themselves:

“The iconic gum brand is teaming up with streetwear start-up Snocks to release an exclusive collection of socks—not just to keep your mind fresh, but to bring freshness to your feet as well. The collection is part of a major lifestyle campaign executed by Airwaves.” - HipHop.de

“At a time when unusual collabs are the newest wave, we might just have found the craziest one yet. Airwaves—the Wrigley Mars gum sub-brand—is dropping a limited collection of socks with the underwear label Snocks.” - Highsnobiety

The Approach

For the campaign, we designed a stylized Airwaves kiosk as a reference point for consumers at the urban "on-the-go" touchpoint. On one hand, we created a unique brand aesthetic for the campaign that stands out from competitors, while seamlessly and contemporarily integrating branding elements. What was especially important to us: selecting credible partners who are actively engaged in the urban scene themselves.

To give the campaign additional credibility within the streetwear scene and on social media, we collaborated with Pascal Kerouche, one of the most renowned hip-hop photographers of recent years. He gained fame as Snoop Dogg's personal photographer and has also made a name for himself in the social media community through his own sock drops.

Videostories

In addition to the campaign visuals, content was filmed for the release event, social media channels, and media partners. The 15-second snippets highlight the different flavors that inspired the sock colorways and showcase a brief "on-the-go" moment in line with the campaign slogan "Always staying fresh on the go."

PR-Buzz

To further amplify our social campaign, the right media partners created buzz on their channels and the preferred platforms of their communities. We teamed up with Highsnobiety, HipHop.de, and the sneaker podcast "Oh, Schuhen!" to cover all the social channels used by the urban Gen Z audience

To further fuel the release of the sock collection, we organized an event in Berlin. The event featured an exhibition of campaign visuals by Pascal Kerouche, paired with original props from the kiosk set, while DJs like Cash.Miri and Monsieur Dope from Berlin's hip-hop scene took to the decks. Among the invited guests were numerous sneaker and street style influencers, as well as well-known musicians and models from the capital. On the very same evening, our limited drop crashed the Snocks webshop, and within less than four weeks, the entire collection was sold out—only sporadically available on resale platforms thereafter.

Influencer

To generate attention on the brand's social media channels, the collaboration was teased in advance and officially announced just in time for the release event. Campaign visuals and video snippets were distributed via owned channels and shared with Snocks, our collaboration partner, as well as media partners.

In addition to the owned channels, macro and micro-influencers from the sneaker and street style scene created buzz within their communities around the limited-edition Airwaves socks.

Credits

Creative Director: Frank Olma | Senior Art Director: Arne Jansen | Art Director: Sharon Cronin | Copywriter: Eric Braunbart | Producer: Julia Wiedmann | Fotograf: Pascal Kerouche | Videographie: Daniel Prieß  | Set-Design: Rolf Buck | Stylistin: Saskia Jung | Licht-Design: Thorben Winkler | Musik: TRO Music GmbH

Presse

W&V

Highsnobiety

HipHop.de