August 27, 2010
Republic, a retail brand based in the United Kingdom, debuts its first above-the-line campaign for fall/winter 2010. The chain currently has 100 stores across the United Kingdom and Ireland with plans to more than double its stores in the next five years. Ad agency Propaganda drives Republic into the forefront of its audience, the free-spirited 16-24 year olds, with a print and digital campaign that uses various social media channels. The “YOUR RULES YOUR REPUBLIC” campaign features lithe, young party-goers with shiny hair and glowing skin shimmying through the night.
Who better to capture the campaign’s carefree attitude than Kareem Black? His New York nightlife chronicles can be seen on his website /life. For the Republic campaign, he turned his attention to the London scene. Says Black, “I wanted the Republic campaign to look like the characters were having the time of their lives.” Models clad in the latest Republic looks danced all day and night to music picks by Black, listening to music by Girl Talk and Lord Easy and mixes by DJs Valissa Yoe, Atrak, and The Rub.
Behind the Scenes Video
Creative Director: Mark Williams
Art Director: Ben Bateson
Photographer: Kareem Black
Production: Pure Creative Management
This post is also available in: Chinese (Simplified)