What is cool?

A Channel4 documentary on ‘cool’ has been produced. In it an advertising chap from Grey London roams Britain on his own search for cool.

“On his quest in search of ‘cool’, Martin visits skateboarders in Edinburgh, ‘grime kids’ in London and a man who is about to burn every single branded item he owns. He meets up-and-coming indie band Larakin Love, who have just signed to a major record label, and Leeds band The Ivories, who have decided to stay independent and underground.

“Martin looks at the role fashion plays in dictating ‘cool’. He visits a group of sneaker obsessives on the hunt for ever more exclusive trainers and explores the enduring coolness of the retail phenomenon, Top Shop. Martin also examines the financial gains to be made from understanding what’s cool. He meets the advertising men who spend their lives trying to make brands appear cool and looks at the re-invention of Honda as a ‘cool’ brand.”

Wieden + Kennedy London talk about how they come up with the ideas that help maintain their clients authenticity.