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5/04/2005

 
Brand and Youth Lifestyle Experts Launch 'Project 2050' to Connect Brands With Today's Youth & Lifestyle Markets

Monday May 2, 3:00 pm ET
Renowned Design Revolutionary Shepard Fairey Signs on as Creative Force
Initial Clients and Brand Work Include EA Sports, Boost Mobile and Honda

NEW YORK, May 2 /PRNewswire/ -- Project 2050 officially launched today to bring brands closer to the influential, trend setting, and urban-skewing youth markets. The marketing and strategy shop will offer corporate clients as well as advertising agencies services that include brand consulting, branded content opportunities, public relations, experiential marketing, creative support and trend analysis.

Project 2050 is a collaboration between cultural youth and lifestyle experts Phil Colon, Christopher White and Matt Pressman. The three individuals bring extensive experience from the branding, advertising, media, and entertainment realms. In addition to agency experience, the founding partners have successfully managed three of the most prominent urban youth publications in the marketplace today (Vibe, The Source, and Urban Latino). Their collective expertise coupled with a keen understanding of the urban mindset creates a level of specialization and real world knowledge of urban youth culture all under one shop.

Project 2050 also announced today the signing of Shepard Fairey as Creative Director. Fairey, known as one of the most prolific street artists ever, was the creative force behind Nike's recent print campaign for the inaugural signature shoe launch of Jordan athlete Carmelo Anthony. In addition to brand work for companies such as Coca Cola's Sprite, Electronic Arts and Pepsi's Mountain Dew, Fairey also created the pervasive Obey Giant street art campaign which has spread throughout urban centers globally, and has gained him a cult following among skateboarders, graffiti artists, hipsters and graphic designers around the world.

"My art represents an experiment in phenomenology -- the aim is to reawaken a sense of wonder about one's environment," says Shepard Fairey. "With the rise of underground art seeping into the mainstream, companies can't follow the same archaic formula. Brands need to deliver their message to young urbanites in an authentic, graphic language that instantly stimulates curiosity. It is crucial for young tastemakers to see a brand as a culturally like-minded peer living in harmony with their world."

The bi-coastal agency has been retained by Electronic Arts to provide strategic and marketing communications support in bringing the breadth of EA's FIFA Soccer 2006 videogame title to the nation's growing Latino youth and young adult markets. Boost Mobile, a lifestyle-based telecommunications division of Nextel Communications, has hired Project 2050 to produce a Shepard Fairey-designed campaign around its summer music marketing efforts. And, multicultural advertising agency Muse Communications hired Project 2050 to provide trend research and analysis for the upcoming Honda Civic Si launch.

Phil Colon, Project 2050 Founder & CEO, co-founded Latino youth advertising agency Ruido Group in 2000. As a result of increased demand from clients to reach urban and general market youth, Mr. Colon decided to bring on new partners to expand the scope of the agency and change the name from Ruido Group to Project 2050. Previously, Mr. Colon was President of Urban Latino Magazine and a Senior Brand Manager of trademark brands at Coca Cola North America. In addition, Mr. Colon and actress Rosario Dawson co-founded "Voto Latino" a non-profit organization geared to motivating Latino youth to get more involved in the political process. Christopher White, Project 2050 President, previously served as VP/Publisher of The Source Magazine after leaving the multicultural shop Uniworld Group, Inc. The group's Managing Director, Matt Pressman, was Associate Publisher of Vibe Magazine and most recently Vice President of lifestyle marketing shop Cornerstone Promotion.

"Our collective experience in branding, media and trend spotting gives us a unique perspective. This market does not want to be advertised and marketed to -- they want to be entertained. We believe brands need to seduce, engage and entertain (S.E.E.(TM)) to reach this fickle consumer," states Matt Pressman, Project 2050 Managing Director.

"Project 2050 will provide unique solutions for the growing and diverse requirements of clients in need of capturing the attention of today's multicultural youth. We will also identify, explore, and deliver non-traditional opportunities that will allow clients to 'shake hands' with today's influential tastemakers," says Christopher White, President Project 2050.

"Our media-savvy team of brand and lifestyle experts and a creative team led by Shepard Fairey are ready to work with brands, advertising agencies, and client partners to create a youth market groundswell," says Phil Colon. "Immediate industry focus for Project 2050 includes the beverage, automotive, consumer electronics, gaming, mobile communications, sports/entertainment, and footwear/apparel categories. We expect to announce some additional wins in these areas soon."

About the Project 2050 Opportunity:

Project 2050's coveted 16-28 year old target audience representing 50 million ethnically diverse consumers (encompassing African American, Latinos, Asians, and CWK's -- cool, white kids) is becoming increasingly multicultural. According to the U.S. Census Bureau, by the year 2050, a "tipping point" will occur -- where ethnic groups will exceed 50% of the U.S. population, thus becoming the new mainstream. Already, this is occurring in major metropolitan cities across the U.S. This cultural shift represents the genesis of the agency's name. Project 2050 helps brands forge a connection with this influential multicultural, urban-skewing youth market. The lifestyle marketing shop focuses on non-traditional marketing solutions fueled by edgy, relevant strategy and creative.

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Source: Project 2050




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