This underground print campaign ran in only the coolest of youth publications in the UK. It was designed to revive Red Stripe’s Jamaican credentials. So we kept it authentic, playing on the older generation’s uptight reputation in the UK using Jamaican patois (Nice it up – meaning relax).
Print - The work was shot by controversial fashion photographer Terry Richardson.
Outdoor- Street artists were commissioned to create work around London using the line but without any branding.