Liquid Death is a canned water which combines the high octane branding hallmarks of energy drinks with the health-appeal of H20. The drink has garnered attention online via a tongue-in-cheek viral video that appeals to both the rebellious nature and the health concerns of youngsters.

Behavioural sciences have been applied to advertising for nearly 50 years, but industry-wide adoption is slow. Canvas8 spoke with Richard Shotton, author of The Choice Factory, about how behavioural sciences can help advertisers to innovate their practices to meet the challenges of tomorrow.

Spreading messaging via graffiti artists was once the purview of edgier brands, but luxury names are getting in on the action. As high-end brands aim to resonate with younger shoppers, they’re using street culture as a mouthpiece for their messages, even at the expense of prestige.

‘Casual culture’ may once have been associated with the unsavoury side of football fandom, but big-name brands that previously would have nothing to do with the movement are now wanting a piece of the action. Why are both shoppers and luxury labels buying back into this cultural phenomenon?