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WATCH OF THE WEEK
Olympic figure skaters and siblings Maia and Alex Shibutani are making a name for themselves both on the ice and online with their YouTube channel, ShibShibs. Creating mostly vlog videos for their rapidly growing fan base of 81k subscribers, the channel gives viewers a behind-the-scenes look into the skaters’ lives whether it’s a tribute to their mom detailing how she influenced their athletic journey or Maia’s makeup routine. While most people are just now discovering the siblings after their Bronze Medal win in Pyeongchang, many have been following their journey via YouTube since their last Olympic appearance in Russia in 2014. In a time when athletes become YouTubers and actors become Instagram stars, the most savvy celebs know the best way to reach their audience is first hand on social media.
With iPhone X sales in China riding on Chinese New Year, Apple debuted a viral ad that will pull anyone’s heartstrings, whether they celebrate the popular holiday or not. Tapping Chinese filmmaker Peter Chan for his first-ever film off the big screen, the touching spot, titled 3 Minutes, is shot entirely on an iPhone (of course) and is based on a true story. The plot centers around a woman who is a conductor on a popular train route that millions take to visit family over Chinese New Year, meaning every year this woman isn’t able to spend the holiday with her son. However, this year, she plans to meet her son at a train stop where they have just three minutes to see each other. The realistic spot is sweet, sad, and touches on important cultural values like prioritizing time with family and loved ones. With over 68 million views in less than a week, Apple’s filmvertising feat not only resonated beautifully with its intended Chinese audience, it also hit home with consumers around the world.
IN OUR CARTS
Cult clothing line Supreme is now part of the luxury lexicon since its high-fashion collab with Louis Vuitton. It’s no secret that the label has become one of the most coveted among fashion-forward Gen Zs and Millennials, with “hypebeasts” lining up outside stores hoping to “cop” items from the brand’s limited runs and collections. Perhaps no one has done this as successfully as Ross Wilson, a freelance fashion writer and DJ who has amassed an arsenal of Supreme merchandise that he recently made available to purchase in partnership with retailer The Idle Man. The collection includes several very rare items such as the Supreme x The North Face Leopard jacket and an unreleased box logo tee. Shockingly, the entire collection of one thousand items represents only about 20% of Wilson’s archive. Here’s hoping he decides to “drop” another round on us soon.
We’ve said it before and we’ll say it again: In order to captivate Gen Zs, one must create enticing and quality content. Cue Bloomberg, who put down their pens (or rather stopped typing) and instead launched a retro online video game called “American Mall” as a means of reporting on the steady downfall of malls in America. A fun and innovative way to educate viewers (or shall we say players), this new ‘90s inspired game invites users to choose an eclectic character, navigate their way across a large mall, and deal with real-life situations that Bloomberg has previously reported on, such as shady marketing gimmicks and struggles to fork up rent. A prime example of a brand vying to capture eyeballs in a saturated landscape, expect more brands to follow suit and completely reimagine storytelling in the digital age.
If you haven’t heard of LIKE, Gen Z’s latest app obsession, now’s your chance to press download. The video editing app combines some of the best features from other Gen Z faves such as musical.ly and Snapchat (pre-update, of course) in a way that allows users to create professional-looking clips and music videos complete with special effects. Whether it’s being abducted by aliens or blasting off into outer space, LIKE takes the Snapchat filter of yore to the next level. In a heavy influencer marketing push, the app has tapped Mackenzie Ziegler, Johnny Orlando, Amanda Cerny and others to show off just what its users, dubbed “likers,” can do. Though still relatively new, we’re monitoring the platform for the next big social media star.
RIP Tony the Tiger
Facing skyrocketing obesity rates, governments around the world are tasked with confronting one of the biggest threats to public health today. The Chilean government is taking a bold stand on combatting unhealthy eating habits by making these types of foods less appealing. The new regulations impose important marketing restrictions on foods that are high in sugar, salt, calories, or saturated fat, adding large warning labels, removing incentivizing promotions (e.g. toys and discounts), and redesigning packaging that aims to lure young consumers with characters. Perhaps the most prominent casualty from the initiative thus far is Tony the Tiger, who will no longer be featured on Frosted Flakes boxes in the country and may want to start checking things off his bucket list: other Latin American countries are looking to borrow elements of Chile’s initiative as well, meaning that the days of cartoons selling sugary cereal boxes could be numbered.