GrandArmy are huge hip-hop fans, and we’d been following the Minneapolis based kids rap group Rich Kidzz since their Hot Cheetos and Takis video blew up the internet.
When Kmart needed a campaign for their Back to School season, we reached out to the Kidzz, and collaborated with them on a track and music video. GrandArmy flew to Minneapolis, worked with their producer to create a beat, and collaborated on the track itself with the Kidzz, and fellow hip-hop afficianado Cayne Colier.
We directed the video over the course of a week, and launched it to huge fan-fare. The full length track quickly reached 5 mm+ views, and was subsequently cut into :30s for TV. Unexpectedly, the campaign became culturally controversial, prompting several prime-time news panel debates on race and hip-hop in mainstream America.