The film was created by Virtue Worldwide, the in-house creative agency of Vice Media, and debuts on Noisey, Vice’s music-focused platform. The track was written by Tonga Balloon Gang, a collaboration between Skinner and Murkage Dave, the leader of Manchester arts organisation Murkage Cartel.
The deal was brokered by Goodstuff Communications, which won Kopparberg’s £1m media account in 2014, after a two-way pitch with Arena Media. It is intended to be an expression of Kopparberg’s brand positioning Fånga Dagen, which means "seize the day" in Swedish.
Sam Drake, client service director at Goodstuff, said: "With no shortage of content around we were keen to find something that would capture the eye of our audience and spirit of our campaign. This video is a cracking example of content done properly and we are excited to see the results."
Skinner was best known for his first two albums as The Streets, Original Pirate Material (2002) and A Grand Don’t Come For Free (2004), the latter of which produced the hits Fit But You Know It and Dry Your Eyes.