When engineering a Social Brand, the highest compliment the brand can receive is the endorsement from leaders within the target subculture. SYKE, a brand for alternative teens in Virginia, earned the respect Winds of Plague, one of the most popular metal bands playing today. After learning about how SYKE endorses a smokefree scene at all alternative, heavy metal, and hardcore concerts, the band members were enthused to sit down in Rescue SCG’s Social Change Studio and record a commercial for the brand. It was a dynamic, relaxed shoot, and the social clout that Winds of Plague has in the alternative community will bring even more credibility to SYKE and its mission to create a smokefree alternative culture among VA teens. Watch the commercial below.