London – Oliver Dixon, director of creative agency Margaret_, gave an insight into the thinking behind the Diesel School of Island Life campaign at LS:N Global’s Youth Network Evening on 18 April.
The campaign embraced youth culture through a month-long series of 42 convivial learning events held in seven cities across the UK. These ranged from DIY taxidermy workshops to dance classes with the electronic group Totally Enormous Extinct Dinosaurs.
‘We wanted to create something that people could interact with and enjoy, from which they could take away something that was memorable,’ says Dixon. ‘There is an information overload in the world, and people are hungry for experiences, hungry for information and hungry to learn about new things. If you can be the brand that is the catalyst for that, that enables people to have those experiences, then they will think positively about that brand.’
For information on upcoming LS:N Global events, contact Alena Joyette. Watch out for LS:N Global’s Seed section next week to see the other five guest speakers from the Youth Network Evening in conversation with LS:N Global editor James Wallman.