Translating brand's campaigns ideas into youth culture.


Vice has been at the forefront of brand content and youth culture for years. I was brought in to manage their biggest pieces of business, namely Unilever (Dove) and Bacardi (Martini) accounts for which we took their brand campaigns ideas and contextualised it into youth culture.

AirBnB “Hosted by” - We partnered with music artists so they could take the brand’s audience on a curated tour of their local neighbourhoods. We extended the content with an interactive map where users could navigate through the artists’ hotspot, find out more about it, get tickets to events and even order food from their favourite spots.

Lipton “Morning Gloryville” - We extended Lipton’s brand promise to make up for better mornings by partnering with Morning Gloryville, a collective that operates morning raves in unexpected locations. We set a couple of events in Amsterdam and London, creating content that was shared on socials and on the brand’s digital platforms.

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