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King Adz Looks at Advertising for the Global Youth Market in The Stuff You Can’t Bottle

The Stuff You Can\'t BottleOne of the most profound effects of the digital revolution is the radical change it has had on the delivery of advertising, propelling it from traditional TV and print into a multifaceted, multimedia, multisensory experience.

And youth advertising is already way ahead in the future – this is often where the most exciting, progressive ideas and concepts get through and make it into production. It is a truly mind-blowing creative ‘arena’, where the message is often the medium and the medium changes so rapidly that only the very savvy can keep up.

Who really knows what can make a connection with the youth? This is an exploration of the lives of the free and the domain of the restless – a place where the true spirit of liberty and energy of the young bounce off every surface and run rings around anyone over the age of 24 – examining the art, images, words and concepts that are needed to convey messages successfully to a mass audience.

The Stuff You Can’t Bottle documents the journey through some of those ideas, examining the art, images, words and concepts that are needed to achieve effective communication; a journey replete with insight from many different talents and legends in the advertising industry and beyond.

About the Author

King Adz is an author and creative/director who specialises in the creation and documentation of Youth Culture. He has travelled constantly for the last 15 years examining global youth talent and sub-cultures and been lucky enough to work with some of the most influential and interesting people around.

He roams the globe to touch, taste and experience what’s happening on the ground, documenting his findings in book projects like The Urban Cookbook (Creative Recipes for the Graffiti Generation) and Street Knowledge (An A to Z of Urban Culture). Whether he’s going underground in Tel Aviv or discovering new sounds in Rwanda, Adz uses his little black book and unwavering honesty to expose the biggest players and break-out names in the world of creativity, street culture, food, travel and beyond.

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