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Mike's Harder Lemonade 2019 Havas

 

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THE TASK

 

We were tasked with creating a campaign for the launch of Kanye’s Yeezy Triple White drop. The ask was to create a drop that spoke to an audience that was further from the target that usually buys Yeezys – Think police officers, lower-class neighborhoods, dancers, etc. With Kanye’s humble past in Chicago, we rooted the campaign here and extended everywhere. We wanted to universally say that Yeezys means unification with love, acceptance, and tolerance.

 
 

‘The rerelease of the YEEZY BOOST 350 V2 has been described as the “largest ever,” and the new international advertizing campaign from Kanye and adidas indicates that he is serious about wanting “as many people as possible to have them.” HYPEBEAST