Chemistry celebrates the essence and culture behind streetwear
Streetwear challenger brand Red Rat, via Chemistry, has launched a new brand campaign that celebrates the serious streetwear lovers amongst us all.
Focused on its founding values as a vibrant, trend-setting brand built in Aotearoa, Red Rat’s new campaign highlights the essence and culture behind streetwear with video and social at the forefront.
Using its new brand positioning, ‘We Live Streetwear’, which was developed by Chemistry earlier this year, the campaign playfully talks to Red Rat’s culture through mockumentary-style videos showing staff going to great lengths to live the streetwear life.
Sarah Atkinson, business partner at Chemistry, says, “Streetwear lovers are a digitally native audience with social and video as their staple entertainment and a way to gather information.”
“With this in mind, we’ve strategically created a vibrant and attention-grabbing campaign demonstrating Red Rat’s core positioning; they don’t just love streetwear, they live streetwear.”
Richard Wright, CEO of Red Rat, says, “We’ve loved collaborating with Chemistry on this brand campaign, which captures the essence of who we are; a company who gets the cycle of streetwear culture and is happy to poke a little fun at ourselves along the way.”
Patrick Murphy, creative director at Chemistry, says, “It’s been great working with a brand who’s always willing to try something new while dialling up the fun and character of our ideas.
“The mockumentary-style video is something we’re all proud of and has proven to resonate with Red Rat fans far and wide organically, reaching over 4,000 accounts in the first 24 hours alone.”
The integrated campaign is live across the country and utilises digital video, social, and Programmatic OOH, with rollouts of Phantom Billboards happening next week.
CLIENT: Red Rat Clothing
CREATIVE AGENCY: Chemistry
CREATIVE DIRECTORS: Patrick Murphy
ART DIRECTOR: Neill McAlpine
COPYWRITER: Jacqui Barry
BUSINESS PARTNER: Sarah Atkinson
BUSINESS MANAGER: Tayla Brewer
PRODUCTION AGENCY: MetroEXP
SENIOR ACCOUNT MANAGER: Kimberly Warren
LINE PRODUCTION AGENCY: Cornerstore
DIRECTOR: Mariano Segedin
PRODUCER: Lara Marshall and Eva Trebilco
EDITOR: Mariano Segedin & Marcus Brill
DOP: Gregoire Aubourg
GAFFER: Oren Graham
BEST BOY: Nic Fletcher
SOUNDS OPERATOR: Deb Frame
MAKEUP ARTIST: Jodie Blackwood