Monkey Shoulder set out to build an authentic connection with the Dutch nightlife and music scene. While the brand had previously leaned into hip-hop, we identified that its core lifestyle also aligned with Amsterdam’s electronic music culture. This led to Shoulder 2 Shoulder Radio: a campaign exploring the crossover between genres.

We supported Monkey Shoulder end-to-end: from creative strategy and campaign development to execution. We secured a partnership with Radio Radio, brought in the right programmer, booked all artists, and handled full event production.

To amplify reach, we issued a press release resulting in 12 media features, including 3VOOR12, Cosmopolitan, JFK, MixMag NL, and Numéro Magazine. We also activated participating artists to post the content on their socials, whose authentic engagement led to more feed posts then agreed upon initially. Until now, the campaign has achieved an organic reach of over 215,000 people on social media, right within the target audience.

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