“We all have a much more direct relationship with culture, the cycle is so relentlessly rapid.”

Culture, trends, and the evolution of YouTube.

In the second episode of Main Characters, Associate Director Jack Colman is joined by Head of Culture & Trends, EMEA, at YouTube to talk all things, culture, trends, and the evolution of YouTube.

The product is co-developed with Granstudio, the Italian design and engineering powerhouse, combining years of mobility design and insights with the realities of everyday urban life.

The new partnership will see The Romans responsible for launching the world-first product to consumers via an earned-first, culture driven strategy, to drive excitement and demand for Any as it builds towards market availability.

Erik de Winter, CCO, at Any said, “Cities have changed, but the vehicles we use in them largely haven’t. ANY is built around real daily use - carrying things, making multiple stops, and moving efficiently without friction. We were looking for a partner who understands culture and behaviour, not just campaigns. The Romans share that mindset, and we’re excited to shape this launch together.”

Sophie Nicholson, partner at The Romans Amsterdam said, “We saw the designs, we met the team and we knew it had to be us to help get Any to market. It’s a brand that’s doing things differently and everything about the venture is creatively inspiring and deeply ambitious. We love it. We can’t wait to bring this brand and product to market. It’s going to be a gamechanger.”

Any joins The Romans Amsterdam portfolio alongside other clients like Heineken, Diageo, easyJet, Ticketswap, Oatly, Life360 and many more.