A$AP FERG X REDLINE

How do you turn an old-skool BMX brand into a desirable lifestyle brand? By creating pop culture instead of an ad campaign. In collab with hip-hop artist A$AP Ferg, we created an artistic wave of product design, music video and on stage performance.

1. By 2020 over half of the urban population will be under 30. For this group, cycling is not just a means of transportation; it is a lifestyle.

2. Gen Z seeks uniqueness in all walks of life primarily through the brands they choose.

3. ‘Urban’ is dominating popular culture: it’s the most popular music genre, it’s dictating fashion and it’s leading the conversation in media.

4. To reach 15-25 year olds we need to create interesting stories to be able to penetrate their daily social media feeds. Through a PR & content driven approach, no bought media.

5. A$AP Ferg is an American hip hop artist from Harlem, NYC. Member of popular collective A$AP Mob. Hugely influential in streetwear culture, art, fashion, music and BMX.

And so it all began with the collaboration with an artist who’s first bike truely was a Redline. What followed was a campaign that never was perceived as a campaign. But did have the hard results of one:

- PR value: $84.000.000

- Traffic to site: + 286%

- Brand sales: + 374%

We pushed Redline in the space where street culture meets marketing. Creating original content that moves on the edge of product design, fashion & music. Making the brand popular by making it part of pop culture.

First hip-hop artist A$AP Ferg and legendary BMX bike brand Redline designed 2019’s most desirable bike: the limited-edition A$AP Ferg x Redline. Instead of opting for a traditional ad campaign, the new bike was teased on stage at Pharrell’s festival Something in the Water.

And premiered in an epic music video for ‘Floor Seats’ – Ferg’s first track on his new and highly anticipated album ‘Floor Seats’.

Influencer seeding and product placement created a hype and credibility around the brand. Authentic 3rd party content created organic visibility in (social) media.

We gained extra awareness by producing a merchandise capsule collection. The release party at Stadium Goods for both bike & merchandise created additional buzz and PR value through high-profile lists of press attendees.

Redline is a minor BMX brand that once was ‘the original’. They wanted to get back the neighbourhoods, to get back the city, to get back the United States. Oh, without any paid media.

Jury Feedback

ADVERTISING – FILM / NOMINATION

The jury was a bit confused about how to rate this film. As a film? A music video? Branded content? Actually it is all in one. But the film breathes like no other, the zeitgeist of the new generation of young people. Very well filmed and edited. The result: perhaps not the most original idea, but the relevance and impact make up for many things and makes it a strong advertising film. Despite the fact that the jury could not fully get a handle on this, this film was well above average. Together with the music of rapper A$AP FERG and rock solid direction, this resulted in an impressive film that effortlessly makes a credible crossover between advertising and branded content.

Although this advertising film stood out in terms of performance, the jury was of the opinion that this alone was not enough for an award. It lacked originality in the idea. But a nomination is more than justified.

ADVERTISING – ENTERTAINMENT / NOMINATION

This project is beautifully crafted and really entertaining. It is also very authentic with a natural combination between the rapper and the brand - a great collaboration. It is a reminder that the classical form of branded entertainment can still be very powerful. Excellent authentic craft.