For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’.
The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music.
The first Revealed artist is Melbourne hip-hop act REMI, made up of Remi Kolawole and Sensible J. The content series follows their story in the lead up to the release of their new single “My People”.
The content-led approach includes five key videos, all designed to address each phase of the purchase funnel.
Champion marketing manager Mahli Pullen said: “Champion is such an iconic brand in today’s streetwear culture.
A traditional advertising approach wouldn’t work with our Millennial audience. We needed to be truly authentic and embed the brand into culturally relevant environments.”
Andrew Cameron, creative director at Emotive, said: “What sets this campaign apart from the many other brands partnering with music properties is the genuine support the artist receives and subsequent value that is created through the music video.
“It’s very rare for emerging musicians to be able to create a premium music video, as well as guaranteed exposure to a wider audience.”
All of t the content is rolling out across YouTube, Facebook, Instagram and Twitter via REMI’s social channels and Champion’s digital assets alongside out-of-home and retail media.
CREDITS
Client: Champion
Divisional manager: Kellie Warwick
Marketing manager: Mahli Pullen
Creative, production and social amplification: Emotive
CEO and founder: Simon Joyce
Strategy: John Principe
Business director: Sarah Clifton
Social media director: Jamie Crick
Creative director: Andrew Cameron
Creative and director: Madeline Kelly
Director of production: Alex Serafini
Producer: Alistair Pratten
Editor: Uthayan Selvaraj
Audio post-production: Rumble
Grade: Matt Fezz
Music video production: 24 Works
Co-directors: Baz Richie and Harry Deadman
Stylist: Ntombi Moyo
