Month: April 2018

To Trap or not to Trap? The House of Hustle

When will brands learn to appreciate culture properly?

Puma & JD have recently partnered up for an event where the theme was “Trap”. For those who may not be familiar with the meaning of “trap”, it means working and it can be applied in any manor.

Nothing wrong with the term but its the theme which they based the trap, a f**king crack house. I mean I don’t know whether to laugh or cry, I already have an idea in my head on the type of character who approved this event. A middle-class privileged, thinking Shoreditch is edgy but now too mainstream, so I pop over to Dalston as its more up and coming prat. There’s a term for people like this, culture vultures. Only want the best part of cultures and don’t like to focus on the rest.

Brands need to understand that in order to talk about certain topics you need to speak to people who REALLY come from that background and can give you first hand insights, if there was any level headed person that was consulted on this project, they would tell you not to do an event around a crack house.

You can’t place branded content on topics such as this because it comes with baggage, in this instance violence, addiction and homelessness to name a few. An event such as this should not be one for those who have never been in a real crack house to now feel safe and start glamorising it at a brand event across their social media.

With all this being said, it goes back to my previous blog, lack of knowledge for different diversities. The solution, hire and consult with people from backgrounds you want to talk about.

Here’s the selling part, if you are a brand and you’re having troubles connecting with different cultures, let’s have a chat ;

Dream Random moved to Monohaus

Dream Random has moved! We are expanding the team and moving to new offices in the Monohaus building in London Fields with plans to move to even larger premises later in 2018 or early 2019. Our new home is right in the heart of London Fields and only a short walk to the London Fields train station.


Tony Nwachi said:

“As we aim to continue growing, we are servicing an increasingly large international client base, and the transport links that are only 8 minutes from London Liverpool Street has to offer are vital. Moving for us will create new jobs spanning across design, development and marketing and we aim to attract the best talent in the area.”





We believe London Fields gives us the best opportunity to continue our growth, especially as it’s increasingly becoming the hub for technology. The investment coming into the area is improving not just in terms of business and technology but in its re-development and infrastructure. with Monohaus being a brand new building and being situated next to WorkSpace and WeWork we really believed we have moved into a real thriving hub.


We want to be a prominent fixture in the area of London Fields and to be known as one of the best Creative Marketing Agencies around. Over the last few years, we have been lucky enough to work with some great established brands and some fantastic start-up projects. Our rigorous research and standout UX design and creative campaigns have helped us in attracting new and exciting projects ll over the world. We want to join in inspiring culture and creativity in the area. The variety of industry events that take place in and around the area means we can learn from other like-minded companies and individuals. We believe that learning is growth and we are able to offer you the best in what we do.


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So all that’s left to say is please pop in and say hello! The kettle is always on and we’ve got some great coffee from 21 SID