What CEOs can learn from the street | Jurian van der Hoeven, Dawn | OnBrand '17

[Music] this is quite a ball title I think what he CEOs can learn from the street but to put it simply what can top floors learn from what's happening out in the streets and I don't mean go to work in begi pants or go where MX 90s or whatever that's not going to be the point though I do recommend these the point is going to be that there's a lot of lessons to be taken from hip hop from street culture from a lot of street wear brands that are actually becoming mainstream now that could help some of you including me make it big doing nice stuff and staying cool and the main point is as I said this is the the key image if there's one thing you remember after today it should be this thing culture is not made on top floors is not made by your CMO UC or whatever it's made by people on the streets that interact with it that do their own thing that go on being inventive and doing stuff that we haven't done that I haven't done that you haven't done and that's what I'm gonna tell you about a brief introduction about myself so you get an idea of where this story's coming from I work at a agency called dawn we do campaigns for some of the nicest brands around I used to work for twenty two tracks amsterdam-based music streaming service that went on to go to London Paris and Brussels and what we did was promoting good music in specific genres in the specific cities so that was really my lesson in becoming part of a culture and there could be house musical it could be hip hop music would be any culture but we try to do it all so we had a playlist by the Royal Concert Hall in Amsterdam but also a place from the ancestor of this whole the current house venue that you must go to if you're here for a longer period that's my background at dawn I do a lot of different things but some people say it's more strategic and let's go with that for now so to make sure you can write it down on your block notes so in memory I keep it fairly short we're going to do five lessons I think I'm going to finish pretty soon so please if you have questions don't hesitate those five lessons there don't say like as I said listen to Kendrick Lamar something like that that'd be silly the point is more what can we learn from how small things happen and make it big one important thing is being the culture and this might sound simple in in a sense that being the culture isn't just be from a certain area but it is feel part of the community so we all create something we put worth into something whether it's a brand or an idea or campaign but does it make sense to ourselves because you might end up selling something that you don't don't believe in or that you wouldn't buy yourself so creates a street where like essentially they come from the background they're making it fall and that is why I think they make great stuff hip-hop people refreshing hip-hop make refreshing hip-hop because they know hip-hop that's what's happening a good example of this is Skepta who I hope and I'm fairly sure of you might know who is the biggest name in the London grime scene who is currently working together with a lot of international I was like Drake and stuff and he's from North London and that's what makes his stuff resonate well in North London that makes sense right so what he says in him rap wording is this saying the culture is my religion like he grew up with it it was like going to church listening to that music was like going to church for him and in Paris you've got a similar example a of the best-looking basketball court around and B of a brand starting from what they know best so before P God became a fashion brand it was just a group of people from the same neighborhood playing basketball and they continued on doing that continued on doing that creating T string shirts creating a venue to do it and that brought them to working together with brands like Nike and telling their story immensely well but he got was essentially the name of the neighborhood so they're very close to the stuff they create and I think that can be a lesson now we're going to do a bit of a sidestep to what we do at dawn we recently made it campaign for artists micropure artist is the famous dutch zoo and I had a school class coming in yesterday and they said yeah I know them because it's for like kids and their parents that's what they know it for and then we make this campaign the science of kissing I'm just gonna turn it on I can't hear it myself so sooner you made the skinny but I do you make more unit but Matt elk assume this Leonie no you know plan of a citrus medica add meat Kroeber is a fish man that's what's the code for you tank that father why sorry if result Maki aesthetic and bubala oh really Erik talk apostle this anon from the Vedas hop in the least that's throwing the microbe and on deck otsuma to doon in artists micro Pia I showed this to a group of school kids they were like 17 18 19 years old and it was the first thing I showed them because they were like tell us what an agency does and I was like look at this and besides being awkward and giggly they all understood incredibly well that this was meant for them this campaign was literally meant for them because it made them feel awkward and felt like a new thing and that's what's striking they said artist is doing this because it's tired of reaching kids and their parents they want to reach us and they want us to come there so this is a very simple example that doesn't mean speak the language of the youth or whatever but just try to find out what resonates with a younger audience so the audience you're looking for and the way we did that was bringing people in there are part of that we've got a young creative team that made this that's why they can do it so if you want to put it on a post-it this would be my prime lesson be part of your audience why is someone that's part of your audience cuz that can very well be the case you can still be a creative director and hire a young creative team to know young stuff and leave if you aren't and that's quite bold but I mean it's fairly seriously because a lot of people are making stuff that they wouldn't by themselves that they wouldn't get into themselves that they wouldn't tell their parents about all their friends about if that's the case then please do something seek help no but I'm serious because if you aren't feeling what you're making it it will end up hurting you or hurting what you're making the second lesson is share moments like we're doing here today this is a good example of what brands are forgetting especially marketing people are forgetting because in the age of micro targeting and personalization the key is to know that a shared experience or a shared moment or a shared feeling goes way beyond that perfect conversion model where every person gets slightly different sight so that it fits their needs emotion and that's something that we hope to do well is something that speaks for all of us so that means coming together throw a party and a good example of this is in sports of course and this is part of a film that a Parisian agency called yard made about the street football scene in Paris and it's not just a pitch it's the heart of the hood it's where people come together and share experiences and that's what makes it big I'm going to show you the trailer now and interesting bit is this was a small agency trying to do something for their community then Nike got on board because they understood that there's interest in it and then Netflix took it and put it on Netflix while it was essentially made as a YouTube only thing so it shows that being part of the community can go a long long way [Music] [Applause] see an example of a new song with a deferred that emoji always he did move the particle transferred see Ramallah capture sasaki formidable district with nearly pot a Kichijoji cocoon economy with Nevada Jodie Sumitra [Music] [Applause] [Music] [Laughter] so I think even to those of you that don't know Parisian hip-hop that don't know these football plays I think you can get an idea of how the community and how coming together makes this so interesting because it's a coming together of everything like if you look at the French team it's a coming together of Ages and it's a coming together of diverse backgrounds it's a coming together of all the volume in Paris that usually fight it's um but they from Bondi and someone else I'm sending e coming together and playing a game and that's what makes it so exciting for us to watch and to talk about it when we get our coffee in the morning so that's something that you can also see in music coming together and enjoying a similar thing the exact same thing can still be a reason to talk about it and conceal or it's still the main reason to do stuff so it's not about personalization it's trying to create something that goes for all of us and it can be in sports or music or just in bare emotion because that's what is the top left thing is supreme the streetwear brand that used to be a skate brand they queue up thousands of kids queue up to get their clothes and that's the shared experience in itself that's what they talk about that's what they post on the Instagram and that's what they post on snapchat that's where it happens not online not in a perfectly targeted and personal personal life shopping experience so go live come together with your audience throw a party might just be fun another thing that clearly resonates in hip-hop and in all parts of sort of hip street culture but in every part of culture because street culture just an angle I take because I find it specifically interesting but they are known for the big amount of collaborations from nice brands collaborate collaborating with huge fashion houses to two superstars coming together and creating impact that was essentially not known before I think you might know this one this is Louis Vuitton no explanation needed and the aforementioned supreme supreme is tiny compared to leave it all tiny but there is worth for both of them getting involved in this and that's what I like about it there's a point for Lou Vuitton working together with it incredibly credible brand that's cool among young people that's cool among a sort of hip hop generation and as Werth in supreme for doing big numbers getting a old fashioned name that is the biggest name in the game to work with them and you see that great things come of this it's all sort out and it cost you a thousand bucks to get like a small poach now so it works another good example I'm going on in the music bit is how Drake and the aforementioned skeptic came together even putting tattoos of their respective labels on their bodies so that was London collaborating with Toronto and doing something big something that London kids understood that American kids and Canadian kids understood and that didn't happen because it was sort of planned or anything it was just because Drake was posting Skepta hits on Instagram saying like this is the stuff I'm into this why I like and that's how they got together and the impact has been amazing like last year one of the top-selling records was to get a wizkid a Nigerian kid doing music and it featured Drake and Skepta on it for the first time together and it became a massive success and to put it into sort of our perspective I created a list of stuff that might go well together so we already seen this we've it's only supreme go well together and Nike might as well go well with Pigalle though their sizes differ immensely and then you can go on thinking like what could go with shale what would what would be a good move for shelter do we think this would be a good move because it would resonate with everyone you need energy but you want to do it right so why not do this one that sort of hurts my feelings as Amsterdam born and race person but this might just end up being a very good collaboration this might just give some great results whether it's in football in music and in music you see it happening already that this crossing of cultures which cities essentially have gets great results then one of our own in a coal the biggest energy supplier one of the biggest energy supplies in the Netherlands didn't only tell their story but they told about how they work together with Google to get stuff done we did a campaign recently where was a coming together of like minds trying to change energy so that was KPN Google Mitsubishi the mayor of the island of Ireland and in a co coming together to do some something will to do something right for the Netherlands as a sort of sustainable country and that's something that I find interesting Kanye West is a hero in this and he was together recently with chance of rapid whom you might know a chicago-based kid that is going to be either the mayor or the president within the next 20 years and he knows it because in the last year he put more money into Chicago public schooling than anyone else because he says Chicago kid he wants his kids to have it well and the thing that got Kanye West said Chancellor particular was Chicago the city they grew up him so Kanye West puts a chance the rapper on his album chance forever puts Kanye West on his album but in the mean time chance forever also puts his little cousin Nicole who is a gospel singer on this album too so it isn't about finding an evenly matched partner it's about what can you gain from working together so for chance rapper that was bringing my family forward and making good gospel music so call your friends make new friends and their size essentially doesn't matter because it's about what you can gain from working together entertaining game this is a exciting because advertising currently is becoming less and less effective to some extent because ad blockers are becoming big and the question for content still remains and I'm gonna show some examples of how money invested in production beats money investing distribution any time that goes for a Red Bull Music Academy where they get a venue like this and bring music loving people together to promote their drink and it's in sports as well sports basketball players know severely well that they need to entertain so if the the match is not entertaining they won't watch people won't watch they won't come to the stadium and that's something that we should keep in mind when making stuff it should actually be entertaining so if you make something that's worth watching you don't have to follow all those stupid rules just follow this rule don't pay to get seen make interesting and great stuff and then the last final thing I want to tell you is be consistently innovative and innovatively consistent and this might sound weird and I'm not even sure of its proper English but the point I'm trying to make is that there are brands many of them that do something consistently like Patagonia the North Face kaha but managed to innovate as well and from that you gain a lot of respect this is one of the hottest rappers right now and he just only wears North Face or Nike that's all it is and it's not because he was going trekking or mountain climbing or something stupid it was just he liked the jacket and that's because North Face has been a household name for so long and the next example is even more exciting because what happens when you put out a shoe it might be a success and it might not it might get killed in first year or it might not in the 1970s a DDoS released the superstar make sure you see there and up until last year it was the best-selling shoe because they did it with Pharrell and tons of colors they did everything to get it back and it felt retro it still felt modern it made total sense so it was consistent and innovative and then they released another shoe who you see Kanye West World War II at Glastonbury it's called the adidas ultra boost and the funny thing is this wasn't meant to be a lifestyle shoe it was meant for running for marathons and food just getting long distances done not running around on the stage and jumping and it wasn't a success they didn't sell any and then Kanye West worry sort of by accident on Glastonbury and it took over from the superstar being the best-selling a leader shoe because he worried so the innovation and I know that there's a lot of luck involved in this one but the innovation here and the consistency make added us a cool brands a brand for for kids for elders for everyone and that struck me is interesting I think I see a Taemin going there with 50 seconds on it but I still want to show you two or three things so if someone doesn't agree I'll notice anyway this is a film we did 40 oz bunk a Dutch bank and nine years ago Dhar fit the men right there came up with usually follow your heart use your head nine years ago and then we put that into an new perspective while staying true to that concept so we try to innovate and be consistent no one can change the world on their own but everyone can change themselves and it's easier than you think where you spend your money and where you don't makes a big difference change is something you can buy you can wear it and give it away you can live in it and ride it you can heat it and drink it more and more entrepreneurs are making this change happen look around you what they need you because through your choices you make our economy fare greener more humane are you in follow your heart use your head tree at US bank that's our way of taking something old something that fearless is known for and bringing it to our world to the modern day by making it easy for people to interact with the brand to get going buying the right things that don't harm the environment so a lesson I learned from this and from the examples is don't be too precious about what got you here stay true to your beliefs and do feel often because the idealist example is an examples to shoes well they probably make thousands of shoes some of which did well some of its didn't so it's also being okay with failing summing it up these are the five lessons I suggest you learn from street culture so it's not about shoes it's not about listening to a certain type of music it's just knowing how stuff reaches the top floor from the bottom so be the culture share moments collaborate entertain people do something they like and be consistently innovative and innovatively consistent because in the end coach is not me here but here thanks so much [Applause] [Music]