WHAT THE GEL, a platform by ASICS is aimed at supporting the next generation of creators
We brought an exclusive experience to the heart of London in a unique warehouse space situated under a railway bridge in Shoreditch. As part of the campaign, Novelist also created a custom track for ASICS called “When I Step”.
Hosting the night will be a selection of ASICS ambassadors who embody ASICS' commitment to connecting artists that share the same values of a sound mind and sound body. Recent Mercury Prize nominee, Novelist, will lead the evening entertainment with his off the back of his breakthrough album, Novelist Guy.
Accompanying Novelist will be charismatic rapper Samwise, DJ duo POLYTHENE Audio System and House of Pharaohs. Not just focussing on the music, rising artist Ryan Hawaii will also be creating a unique instillation inspired by the ASICS Gel-Quantum range.
Drinks were provided by 808 Whiskey and Frontier across the evening.
Watch highlights from the workshop below
WaterAid recently launched their Untapped campaign which was aimed at highlighting their work in Sierra Leone. We we're tasked with finding a unique way to spread this message in a way that would drive awareness and press.
We focussed on using projection mapping technology to bring the characters of Sierra Leone to life on different trees in Southbank. This lead to a unique partnership with a leading publisher and thousands of visitors capturing content and stopping to watch the art.
Launching Rebel Yell Bourbon through music
Launch a traditional American bourbon brand in the UK and reposition their image to engage different UK audiences.
Create a strategy around "Band of Rebels" that would champion different music scenes around the UK. We would identify the most talented artists from local scenes and host exclusive events at quirky new venues.
Relationships with numerous bars and bartenders that were interested in stocking and learning more about the brand
3 sold out events across London with over 1,000 potential consumers exposed to the brand and trialing the product in a controlled environment
Built relationships with musicians, influencers and local communities
A global content toolkit that could be adapted to all regions
What contouring makeup does for the face, Lee Body Optix does for the body. COMBINING LEE'S ICONIC DENIM with the innovation of laser contouring and shading, this collection uses vision science to create products that fit, flatter and captivate
We collaborated with Lee Jeans & The Communication Store to create an immersive dinner that included custom lighting, interactive visuals and full projection mapping across the venue. The aim was to bring the message of the new Body Optix range to life in an exciting way and creating an interactive presentation that would adapt to the speakers movements.
We had a week to create the system and visualise a presentation in an creative way that would match the brand narrative and aesthetic.
The event was visited by numerous high-profile influencers and models and our content even made the Evening Standard a day later.
Paco Rabanne challenged us to help launch their latest fragrance using dance and music. We took over London with an outdoor activation that involved a leading musician (Jax Jones) and some of the best dance crews in the world.
The result was a large-scale dance activation in Covent Garden and Southbank with 1000's of members of the public getting involved and sharing their own #LuckyDance.
TUI Travel manage a number of student brands however their team hadn't adapted quick enough to working with influencers and creating scalable content strategies that could be used on all platforms throughout the year.
We developed a year-long content calendar and toolkit approach that would let their team take advantage of key cultural moments easily whilst also creating a framework to ensure they could scale this approach in the future.
Using a mix of data-driven approaches and our cultural network, we identified a number of leading youth influencers that we're ready to work with TUI. These included youth olympic medalists all the way to DJ's and content creators.
We designed a range of scalable activations that we're tested at universities before being rolled out in key resorts. Our work resulted in the most watched content and highest engagement the brands had seen in their history.
TuneMoji is a unique new app that allows fans a chance to share licensed music content through a number of associated platforms like Whatsapp and Facebook.
Engage a young generation of fans in the UK that are more passionate about grime music than traditional american pop.
Create a partnership with the most popular urban publisher in the UK and connect with 5 leading grime stars with a combined reach of over 1 million fans.