Even though it isn't technically the start of a new year, or even a new term given that I'm no longer in education and most jobs don't take a summer holiday for six weeks (which they should, FYI) - somehow September always feels like a fresh start. No matter your age, you might have that 'back to school feeling' too.
As such, I thought it was an apt time to post about a few of my favourite experiential campaigns/events from 2017 so far - before there are no more summer OOO replies left, and there is even more amazing work for us to focus on.
This is by far my most favourite. Over the past twelve months, D&G have been using YouTubers, reality TV stars, musicians and similar from across the world to walk the runways for their fashion week showcases. By fully embracing the influencer culture, and allowing younger consumers to see the runway filled with people that they relate to - D&G have managed to grab the attention of a whole new audience.
The events are ongoing, in various locations - and come with a strong social media presence too. They have completely changed the game, and the way that millennials consume fashion week event content!
GlastonBrow Drive-Thru, by Benefit
To activate at Glastonbury festival this year, Benefit worked with an agency to create a drive thru brand experience. Located on one of the main routes to the festival site, festival goers could stop by for beauty treatments and free products in a take out style paper bag.
There was a supporting social media campaign which allowed guests to share pictures of their products in use at the festival, allowing the cosmetics to be linked to an event that they might not have been ordinarily.
Bring Your Game, by What We Wear
If you didn't know, Tinie Tempah now has his own fashion brand called What We Wear. For their second collection preview - his team used the Old Truman Brewery as their venue of choice, and titled the event 'Bring Your Game'.
They turned the space into a half basketball court, including an old school changing/locker room. Guests were invited to sit around the court while the models played basketball wearing the pieces, the idea was to allow them to appreciate how versatile the collection is.
Blank Canvas Tour, by ASOS
Earlier in the year, ASOS took a tour of major European universities with the aim to reach students and allow them express their creativity and individuality. Using a refurbished and branded retro delivery truck, they stopped on campuses to try and increase awareness of ASOS - and allow the students to grab a free tote bag.
They could either choose from pre-printed designs, or design and print their own. Those who created their own were encouraged to submit them into a competition, the winner of which would then see their design sold online.
Chanel PFW Showcase
My final favourite (and another fashion week highlight, do you see a pattern here?) comes from Chanel. For their Paris show earlier this year, the theme of the collection was space, and so naturally they had a rocket 'launching' out of the venue. Granted, they are known for their mad showcases - with previous fashion weeks seeing a Chanel supermarket and a Chanel airport to name a few - but this still managed to surprise everyone. Already looking forward to seeing what they deliver this season...