Beats By Dre extended its ongoing, global #MadeDefiant initiative with an additional phase of its World Cup work in a new film focusing on Russian street football.
This latest instalment sees athlete ambassador, former England and Manhester Uited defender and BBC football pundit Rio Ferdinand take to the Moscow streets to eplore the world of ‘Korobka’.
Korobka is the grass roots core of Russian subculture: a street space where football and hip-hop blend.
The film, produced in partnership with agency Ear to the Ground, follows three inspirational stories and aims to divr viewers online to http://bit.ly/15QO9WE.
The creative proposition is that without music, street football doesn’t exist.
Comment:
This phase of World Cup work expands on the previous Beats #MadeDefiant activity around Russia 2018 (see case study) and the Korobka clash of street culture and street football has been a popular theme at this FIFA World Cup.
This Beats campaign continues a thread that was explored in Nike’s host market Russian Korobka influenced ‘Never Ask’ campaign (see case study) and in its French victory salute spot ‘Belief Born On The Streets Of France’ (see case study).
Links:
Beats By Dre
https://www.youtube.com/user/Officialbeatsbydrdre
https://twitter.com/beatsbydre
https://www.instagram.com/beatsbydre/
https://www.facebook.com/BeatsbydreUK
Five Supply
Website: http://five.supply
Facebook: http://on.fb.me/154PdYA
Twitter: http://bit.ly/12llIk9
Google+: http://bit.ly/1cWMlTh
Ear to the Ground
http://www.eartotheground.org/
