_how do you channel zealous crowd culture?

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Hardly just fashion forward, the culturally dynamic STC fan also shares crazy passion for international sport. So, 2014’s summer of soccer fervour was just the ticket to cut through and tap crowd culture. Literally.

Harnessing intense energy happening locally, before and during Brazil's World Cup, we conceived and executed a straightforward, hyper engaging social campaign featuring bold colour blocking and candid callouts. The contest was distinctly interactive (and instantly addictive) where participants repeatedly predicted winners and losers of the world's top teams - all winners were entered for gift card draws. Beyond the valued social engagement and sharing, the unprecedented enthusiasm further signalled that the new 'STC' was moving toward a more usage, experiential brand, versus one exclusively purchase driven.

Brand & business strategy

Creative brand development

Creative content development

The results...

astonishing...