HOODRICH - Origin Stories
(Creative Conscience Winner 2020)
HOODRICH wanted to engage with its audience in a relevant way that enforces the brands initial background idea of coming from nothing and turning into something.
Drill Rap has been outed by the government as the reason for an increase in knife-crimes within London.
Drill Rap is a symptom of abject poverty rather than a cause of it and for many their only hope of ever attaining enough wealth to escape their circumstances.
Using Drill Raps home – YouTube, we can give more affected youths the chance of breaking out of the self-destructive cycle that is abject poverty.