In the networked, multimedia era of Internet 2.0, the only way for advertisers and brands to connect with the notoriously difficult youth market is to get involved with the cultures and subcultures that make up their world. In this book, the author shares his insight into the lives of young people across the globe

• Does sex really sell?
• Fame/celebrity
• Barbie hangs out in Dalston
• Photography is paramount
• Interview with a legend: Oliviero Toscani
• Corporate responsibility
• Waves for Water/Hurley H20
• Only The Brave Foundation
• Millennium Village
• Advertising as art (and art as advertising)
• TalkTalk
• A design for youth
• Down Under-Aussie creativity
• Sneakerpedia
• The power of rebellion
• Some renegade action
• Truth®
• The subculture sell
• The youth/subcultures
• Pilpeled T-shirts
• The "emerging" (BRICS) markets
• Brazil-Sao Paulo
• Nike/Sport Club Corinthians Paulista
• TIM beta
• Interview with a legend: Guga Ketzer
• South Africa
• Interview with a legend: John Hunt
• Nando-s
• The Black Diamond vs Smarteez
• Soweto-ceative hub/Thesis Social Jam
• Lonely Finger
• India
• Interview with a legend: Viral Pandya
• Royal Enfield
• White Collar Hippies
• Picky C-Indian fashion blogger
• "I feel up!"
• China-Shanghai
• Interview with a legend: Rob Campbell
• Converse's skateboard journey in China
• NeochaEDGE & the EDGE Creative Collective
• Hypebeast
• Russia-Moscow
• Russian street adverts
• The Boroda Project/Story Store
• Old Spice
• Interview with a god: Erik Kessels
• The future-The stuff you can bottle
• End here

• Introduction: The stuff you can't bottle...
• Where youth advertising is right now
• Stussy-30 years of social networking
• Interview with a legend: Dylan Williams
• Research
• Intel car unpacking
• How do you actually generate heat?
• Hans Brinker
• The truth sells
• Staying up
• Jay-Z & Bing-Decoded launch
• That "fuck me!" moment
• Levi's
• Denim dreams
• Vans - Selling authenticity
• Communication becomes content becomes communication
• New Look-Style the Nation
• Project / Hotel FOX
• Creating moving digital
• VICE / Virtue
• The art of separating the youth from their money
• Heineken Star Player
• Interview with a legend: George Lois
• The digital domain
• Viral video
• "You've been Tango'd"
• Diesel "SFW XXX"
• Augmented reality
• Doritos iD3
• "Don-t Tell Ashton"
• Social shopping
• The "Whopper Sacrifice"
• Anti-drug Facebook Timeline from Israel
• Girl talk
• SAS by CP+B Europe
• BLK DNM
• Mozambique Fashion Week
• Consuming music
• Interview with a legend: James Hilton
• Nike True City
• MINI Getaway/JVM Sweden