What’s more unbelievable?

Interns winning gold at the Cannes Lions? Or a poop joke taking home the coveted award?

Believable or not, both are true. Imagine those interns’ surprise when a campaign they created on the SECOND DAY of their internship won a Gold Lion.

In today's newsletter:

• Interns win Cannes Lions award for poop ad (and this is why you should never underestimate the power of a silly idea)

• How Salomon went from the slopes to the streets (the luck and strategy behind StockX’s fastest growing footwear brand)

• Trend plug - Summer wishlist

• Ask the Editor - How should I do LinkedIn outreach for my clients? 

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, we’ve just opened registrations for our August intake! Learn more.

A Gold Lion is something one would consider a career highlight in the world of advertising and marketing.

Creative pair Rag Brahmbhatt and Nidhi Shah, who are students at Miami Ad School, said they were on the second day of their internship at Serviceplan in Hamburg, when they came up with the idea that went on to win them that award.

Thinking back on my internship now, I can’t imagine how it would have felt to have my work internationally recognised. Let alone winning one of the most prestigious awards in the industry today.

Maybe that means I just wasn’t that good.

Not Brahmbhatt and Shah, good anyway. The pair not only made some killer creative.

They took initiative and seized an opportunity.

[Keep reading]

-Sophie, Writer

How Salomon Went From the Slopes to the Streets

When you have hiking at 2 and a high-key scene event at a new pop-up opening in Soho at 4.

Salomon's got you covered.

But how did the shoe company go from French ski brand to StockX’s fastest growing footwear brand?

Salomon's journey is an intriguing case of how a family business born from post-World War II craftsmanship evolved into a cult Gorpcore sneaker brand. A brand adored by the likes of Rihanna, Bella Hadid and Hailey Bieber.

Salomon's story begins in Old Annecy, 1947.

François Salomon and his son opened a workshop for crafting wood saws near the French Alps. As skiing became increasingly popular after the war, Salomon catered to the boom by switching to making ski equipment.

In the 70s, the brand dominated the ski gear market.

And in 2001, Salomon diversified into hiking. The brand launched some of their most popular shoes, like the trail running-inspired XT-6 and the Speedcross.

A shoe that became ubiquitous on mountain trails.

A shoe that would later become the peak of a streetwear fashion movement called gorpcore.

Sorry, but wtf is gorpcore?

[Keep reading]

-Sophie, Writer

Trend Plug - Summer Wishlist

Put your wishlist out there with today's trend!

This trend originates from a Lana Del Rey edit to the song 'Roseblood' by Mazzy Star. Creators have quickly made the sound the instrumental to their summer wishlists, racking up over 20k videos so far!

TikTokers are using this trend to show what their ideal summer looks like. Wishlist items have included things like modelling contracts, reading 20 books...the options are limitless!

How to jump on this trend:

Using this sound, film yourself ever so slightly adjusting the camera in selfie mode. Add your 'summer wish list' as onscreen text.

A few wishlist ideas to get you started:

• More iced coffees from my intern

• Getting free Linkedin premium

• Not get double booked for client meetings

-Abdel, Social Media Coordinator

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Ask the Editor

Q - I'm starting to do outreach for my clients on LinkedIn to help them build their network. What should I think about before reaching out to people on their behalf? - Rachael

Hey Rachael!

If you're going to start community management for your clients, I'd follow the 50/50 rule our comms managers use. This means 50% of your outreach should be directed at people in our clients' industry. And the other 50% should be potential leads/ people they'd like to work with.

Focus your efforts on networking with people in your clients' local area first. This will help them become known for what they do locally, so they can start getting invited to events, etc. Then, as their network grows, you can expand to people in other markets around the world.

- Charlotte, Editor ♡

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