DeLeón sought a bold, culturally relevant way to connect with VICE’s diverse, music-savvy audience while honoring the 50th anniversary of hip-hop. The objective was to authentically celebrate the genre's legacy while spotlighting its future through rising talent, uncharted sounds, and creative innovation. The campaign needed to resonate deeply with the hip-hop community and reflect DeLeón’s brand ethos of sophistication and originality.
VICE responded with UNCHARTED, a bespoke live and content platform that celebrated the ever-evolving world of hip-hop. The initiative highlighted emerging artists and explored the uncharted territories of the genre through live performances, insider storytelling, and thought-provoking multimedia content. Hosted in key cultural hubs like New York and Los Angeles, UNCHARTED seamlessly aligned DeLeón with hip-hop’s raw energy and innovation while showcasing the genre's enduring impact on culture. By fusing DeLeón’s premium branding with VICE’s authentic storytelling, the platform captured the essence of hip-hop’s past, present, and future, making it a standout celebration of this cultural milestone.
