An ongoing partnership with Spotify to highlight Fred Perry’s relationship with music and the youth tribe.
I identify and select Brand Ambassadors, made up of key icons, innovators and industry leaders of diverse backgrounds, to story tell the Fred Perry brand through their voice and music.
Every ambassador is invited for an authentic contribution in the form of an interview and playlist of their all-time favourites, new loves & even guilty pleasures.
On top of paid media on Spotify, and spotlighting Brand Ambassadors and their content through Fred Perry’s social channels, I create additional offline touch points to maximize the contributed content.
This was first introduced at Subculture Live 2017 in Singapore and Malaysia, using Spotify Codes - where gig-goers can discover the tribe’s music inspirations and new music instantly, by scanning the unique Spotify Codes on display.