Introducing HYPE Plus. Our rich HYPE history as a publisher and media business in hip-hop and youth culture, curating content at the forefront of fashion, sneaker, arts and music has given us a unique perspective on the world with insights and capabilities to drive long-term commercial impact and brand relationships.
With Hype on board, we suddenly had access to a substantial audience, as well as some of the most influential figures in South African hip-hop. This led to a cover story in Hype’s special Women’s Month issue, along with a social PR campaign driven by the likes of Boity and Shekhinah. From interview with Nikki Garrett and Jeffrey Tyser (TBWA Hunt Lascaris)
Cannes Lions awards: our big winners
TBWA\Hunt\Lascaris was SA’s most successful agency at this year’s Cannes Lions awards, winning five trophies for a campaign for HYPE Magazine called Blame No More.
Daily Maverick #168
TBWA\Hunt\Lascaris won five Lions for its “Blame No More” rape victim campaign, which is a call for change from HYPE Magazine and the Tears Foundation.
“It was designed to help change the narrative on victim blaming and rape culture as it shines a light on the moral and logical absurdity of accusing someone of their own rape,” chief creative officer Pete Khoury says.
Success would be measured in how far and wide the conversation spread.
“#BlameNoMore stimulated dialogue and debate in places it had never previously done before… Within the hip-hop industry, which is often accused of perpetuating gender-based violence through stereotyping of women, HYPE has been able to position itself as a force for positive change.”
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HYPE produces a monthly digital magazine, which features exclusive interviews, curated, interactive content and 10 music tracks for streaming or download.