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Amplify

Core disciplines: Brand Activation, Events, Experiential marketing, Integrated marketing

The most viewed agency in 2016

Converse | Weatherized

Amplify and Converse stick two fingers up to the weather

Challenge

Winter isn’t always everyone’s favourite season. Amplify were challenged to launch the Chuck Taylor All Star Sneakerboot Collection and reward those brave enough to face the elements.

Insight

Chuck fans are confident and curious people who love going out, but they don’t want to be held back by inappropriate footwear.

Strategy

We decided to dramatise exactly how much fun staying out in bad weather could be.

Solution

Converse Winter Parties

Taking forgotten locations, we turned them into a twisted winter wonderland that challenged people to enjoy life, whatever the weather. We dared Chuck wearers to play bingo exposed to the elements and rewarded them with dancers, hilarious presenters, canal zorbing and naked trampoliners.

Hot food from Smokey Tails, mulled wine and bespoke winter cocktails kept everyone warm, whilst a photobooth brought the windy weather indoors with a tornado of shareable content.

Special moments throughout the night were created to encourage social sharing, including a collective confetti canon explosion and an impressive firework display that left everyone under no doubt that winter doesn’t have to be a drag. For afters, mistresses of hedonism Sink the Pink got the party started with a cheeky flash or two, before Jackmaster took to the decks with an eclectic and epic DJ set.

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