Ambivalent Skateboard Fraternity
– Skateboarding, Gen-Y, Engagement
Ambivalent is a young up-and-coming streetwear label from Kreuzberg, Berlin with little popularity outside of its neighborhood borders.
Key Objectives - Engage young skateboarding-affine millenials with the brand. Incorporate the idea of the skateboard fraternity of the brand to maintain credibility among the target group.
Strategy - Ambivalent Serious Pleasure - A skateboarding event evolving around the brand fraternity - a team of skateboarders that are community members of the Kreuzberg skateboarding scene.
An Ambivalent label party: The hold of a half-pipe-contest and a skateboard acrobatics contest along with music by a line up of local DJ celebrities.
Word-of-mouth through the network of the brand fraternity directed at the local skateboarding scene and event coverage via the brand’s socials.