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Ska's the limit for Warner: Dub Pistols' mix CD reworks Warner ska back catalogue for new wave of Ben Sherman shoppers.(The Plot)
VARIOUS MUSIC TO GET DRESSED TO (WARNER)
Warner Music and the Dub Pistols have teamed up with fashion brand Ben Sherman as part of a three-month, pan-European campaign to support the launch of Ben Sherman's new Big Beat fashion collection.
The campaign will see Ben Sherman customers receiving an exclusive CD of classic Warner Music ska tracks which have been remixed by the Dub Pistols.
The CD was produced by Warner Music UK's special projects team in association with creative music agency Ad Bradley Music, which devised the music campaign. Headed by director Adam Bradley, who was responsible for organising the BMG/Nike campaign for Elvis Presley's A Little Less Conversation, the agency currently represents the Warner Music catalogue in the brand promotions market.
"It's a win-win situation," says Bradley. "It's great for Ben Sherman, it's great for Warners and their ska back catalogue, and it's great for the Dub Pistols. It's a kind of effortless fit.
"Ska has always been a bit under the radar, but with the success of the Ordinary Boys it's having a real revival. The choice of the Dub Pistols was a natural thing really--we sent them a batch of material and they started working on it straight away."
Aimed at the 18- to 35-year-old market, the promotion will run in all Ben Sherman outlets in the UK and Europe ...
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