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The Hype #017 The Hype #017

Welcome to The Hype. Our fortnightly drop of culture from Hyperactive HQ. Bringing you our top selects from the worlds of brand experience, marketing, entertainment and technology.

Following the brutal and tragic murder of George Floyd, Dallas-based artist Jammie Holmes found a new way to immortalise Floyd’s cries for help: sending them across the skies of five major cities. These iconic images have been widely circulated via social media, the artist describing the use of the sky as his canvas as being in ‘contrast to the noise of digital media’

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The Hype loves this inspired initiative from Vans who are stepping up to support communities feeling the pinch of covid-closures. Businesses from skate shops, bars and restaurants are invited to customise a pair of Vans and use the brand’s e-commerce platform to sell them. As the ‘designer’ the enterprise receives a share of sales revenues. Genius.

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Lockdown has seen consumer expectations evolve as they look to brands to provide both guidance and entertainment. At the same time many cultural institutions are on the brink of collapse and in need of a lifeline. Hyperactive founder, Andrew Casher shares his opinion with Campaign on why the climate is ripe for brands to play a critical role in this new cultural landscape.

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