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[email protected], or visit globelink.ca/style ST.19095.GlobeAndMail.Ad.indd 1 16/03/11 4:57 PM CONTENTS April 2011 • volume 22, issue 6 4 EDITORIAL The importance of being there 8 UPFRONT Skittles gets touchy online, Dove encourages tweeting and dancing 12 CREATIVE Adidas gets in the game with its biggest global campaign 14 DECONSTRUCTED Molson goes premium with M, but how classy is it? 27 15 YOUTH REPORT Strategy teams with DECODE to explore how teens are communicating online, and which brands are getting in on the action 27 WHO Cynthia Dyson keeps BC Hydro connected 29 BIZ Spin Master makes a new play for 34 toy wars domination 34 MEDIA Top youth brands micro-target teens 29 via values and fandom 38 FORUM ON THE COVER The world is always watching to see what Adidas will come Tony Chapman advocates a new ad world up with next. Whether it’s street parties order, Ed Lee ponders a post-social demo or Star Wars, the youth brand has clearly cornered the market on cool. So when 40 SHOPPER MARKETING FORUM Adidas revealed its new global campaign created by Sid Lee that leverages sports A look back at who delivered insights stars and celebrities (see p.