Faster Brings Us Closer
the challenge
Exploring the behaviours, consumption traits and experiences within the Muslim British skateboarding community to ensure adam&eveDDB could accurately reflect the modern era of skating for Virgin Media
the insight
We found a deep orientation towards the community, complete with specific fashion codes and language adaptations. Belonging and finding spaces sat beneath all of this, finding communities where they can be authentically rebellious, embracing the traditional culture of skating their modern ideals and values
The ad gained significant positive traction online, being picked up by The Drum, Creative brief and Campaign. It was was televised during ITV FA Cup ad breaks and helped Virgin Media in their mission to feature underrepresented communities in advertising more authentically through the message “we’re better, connected”. Watch the film here.