We created a winning pitch deck that with a concept that had culture at it’s heart. We want to presented the UK as a melting pot of dance cultures, from the voguers to the azonto warriors.

Our concept to told stories of cultural identities through the lens of AF1 and celebrated differences within and between friendship groups. The campaign concept was extensive and included deliverables such as a Tiktok campaign, IRL events, creator collaborations and a hero film.

We carried out research into different Gen Z and Millenial communities in the UK and cultural origins of dance trends today which informed our final concept.

Creatives: Kemi Anna Adeeko & Safeen James

Agency: OK COOL