| CHALLENGE | Create an original and underground viral to drive a diverse and creative audience to the Fred Perry Subculture music website. |
| INSIGHT | Real music lovers enjoy the pleasure of discovering new music, to search for it and to be one of the first people who discover a band or artist before the music becomes too mainstream. The Fred Perry Subculture website allows it’s visitors to discover the newest music. However, the pleasure of finding and making an afford to find new music is lost. Consequently it has become too easy to find great underground music. The strong brand properties of Fred Perry is the heritage and loyalty of their fans. The fans now have the feeling that Fred Perry is giving away their underground music secrets to the mass. |
| VISION | It’s more satisfactory if you have to dig for great new music. |
| CONCEPT | In an digital animated world the visitor will be encouraged to dive into the underground music scene. Think of a Google Street View experience with a rich variety of representations of buildings and subcultures connected with Fred Perry. The moment you start playing with the website the scenes start to respond on the approach. Noise will become music out of windows, voices of people become clear and vehicles ride through the streets. Characters who appeared to stand still start moving; speaking; interacting with each other and with the visitor. This helps the visitor to get hints about one of the underground gigs and finally gain access to exclusive content on the Subculture website. |
