Campaign Background
The Snapback Watch campaign taps into the vibrant intersection of fashion, culture, and individual expression rooted in the snapback culture since the 1990s. While other brands chased influencers, we saw an opportunity in hip-hop’s deep connection to snapback culture in the local context – where headwear transcended function to become canvases for self-expression. As the foundation, our challenge was to authentically integrate the watch brand with local artists while leveraging its rich history for brand awareness. Market analysis highlights the cultural significance of snapback fashion in cities like New York, Los Angeles, London, Brussels, and Stockholm. We zeroed in on cities where snapback and hip-hop culture has evolved uniquely through local artists: New York’s neighborhood pride, LA’s cross-cultural fusion, London’s battle rap scene, Brussels’ multilingual hip-hop movement, and Stockholm’s genre-blending creative community.