Slow & Low x Monster Children
Integrated Brand Campaign
Branded Content
White Label Assets
Custom Zine
Giveaway
Brief
With a rich heritage, but low brand awareness, Slow & Low approached Monster Children to concept, produce, and execute a multi-pronged campaign that would tap into MC’s deep network of tastemakers and tell the story of the brand’s lifestyle pillars. The campaign would also be shared across Slow & Low’s channels with supplemental content more focused on brand talking points.
The Work
Monster Children worked closely with Slow & Low to bring the roots of the brand to the forefront of the campaign: a nod to the handmade with an emphasis on craft and timelessness. This exploration led us to develop a 3-part video series with DIY print-at-home zines, custom giveaways, white label brand assets, supporting editorial features, and product inclusion / VIP gifting at over a dozen events. Monster Children handled all aspects of production, creative development & execution, talent negotiations, and more.
Results
The digital campaign generated over 2 million impressions. Content delivered through this multi-year partnership filled the gap in Slow & Low’s social media content assets. We served Slow & Low beverages to over 10,000 event guests over the course of 6 months, resulting in positive consumer feedback and additional photo opportunities of consumers with product in hand that were repurposed for Slow & Low’s social channels.
As the partnership continously strengthened, Monster Children worked with Slow & Low to pick a finalist as part of our annual Monster Children Photo Competition to become the “Chief of Discovery” at Slow & Low. The winning photographer travelled the US in the Slow & Low van capturing additional brand assets for the brand.
Video Content
Monster Children produced a 3-part video series called “Modern Classic” that incorporated talent across California and Australia who are relevant in the global arts, surf, and music scenes. Monster Children also produced a white label product-focused video asset for Slow & Low as part of the program package.
Photos & Print-at-Home Zines
Each episode consisted of a photo package for use across Slow & Low brand channels, as well as a print-at-home PDF zine to reinforce the brand’s DIY ethos and further extend the series into the physical space.
Editorial Content
To further promote Slow & Low and introduce likeminded parties, we featured our good friends at CLUB Design Studio in Los Angeles and The Flowershop in NYC for additional editorial content.
Product Giveaways
We created Slow & Low inspired custom product in conjunction with each talent including a surfboard, fuel tank sculpture, framed print, and film camera package. Each giveaway served as email capture and to increase brand affinity.
Photo Competition partnership and ‘Chief of Discovery’
As part of their involvement with the annual Monster Children Photo Competition, we connected Slow & Low with a talented travel photographer to fill their ‘Chief of Discovery’ position to provide ongoing photography support to the brand.
