The MARGINALIST X MATE MATE digital campaign launch
You don’t need an artificial boost to be energized in this summer’s heat
Summer’s up with a fresh natural “tribal like” energizer tea that is hitting China’s streetstyle/ underground crowd this season. Entering China only several weeks ago, the drink will be showcased in Shanghai’s premium bars, clubs, music festivals, and supermarkets.
For The Marginalist X MATE MATE collaboration, we selected fashion/beauty blogger Maojiaying, Korean DJ Doogy, and tattoo artist/skateboarder with a twisted flair Noodle to take part in this initial digital campaign kick off for China.
Having different personalities, they also target extremely different groups of people; Maojiaying (毛佳颖) hits mostly the 90’s babies who are interested in her opinion for beauty, sweet looks, fashion pairing, and “vlogger” talks, while Doogy is centered around a nomadic lifestyle, music/ DJ, party and festivals. Noodle is a tattoo artist whom I magically and literally found off the streets of Jing An while he was skate boarding with un-matching flash socks, a cool Hawaiian T, and ripped light authentic denim jeans, “he’s the one”, I told to myself.
Underground lifestyle, street-culture, urban youth, playfulness and music is what combines the DNA of the South American inspired drink that is created in Germany from the pioneer soda brand Thomas Henry. I wanted these elements to be clearly reflected in the shooting while localizing it to the Chinese market but not overwhelming it’s original look.
Noodle Wolf and Doogy DJ
Bright colors, graffiti artistic space, youth culture and lots of quirkiness added to the shots while still being street style fashion oriented was our direction.
Coming from Montreal Canada, I used to play soccer as a teenager (disregarding the fact that I was more of a benchwarmer than a soccer player), I remember every week a blue and silver mini cooper Redbull car would pull out with 2 hot babes with extra cleavage and short shorts to serve us several cans of Redbull during our soccer session. Ending up being almost addict to it during my teen years and continuing to drink it more heavily during my University “over night crash time periods”, looking back I wish I could have had an alternative energy drink to this one .
Today, I never drink Coca Cola , I rarely drink Redbull and only seldom drink commercially bought iced tea. But MATEMATE is a positive alternative to this as it gives you the “high-ness” you need without the chemicals added.
The trick? Sweetened with Agave Syrup giving it a plum flavor, a slow fermentation process for its Yerba green leaves creating a sweet mild aroma aftertaste and a relatively high dose of caffeine to replace chemical energy boosters (+150 mg of caffeine per bottle, one of the highest doses in the market).
I use it for Yoga, Gym, afternoon working at the office and even drinking it mixed or pure.
Apparel from Triple T
Photographer Alicia Shi
Models: Maojiaying, Doogy, Noodle, Yanie
Creative Direction: Yanie Durocher