Objective

Solution

Amplify were challenged to launch Converse Custom, a new platform that allows consumers to customize their sneakers online, using London's Notting Hill Carnival as a disruptive brand moment. ​

To capture the spirit of carnival and create a sought-after event to showcase product stories while tactically engaging key influencers, we crafted a unique party experience by drawing on the rich and colorful heritage of London's most prominent cultural celebration.

In a true fusion of music and culture, this hot-ticket event was hosted at Ladbroke Grove's Dock Kitchen - the first time this venue had ever opened during Carnival. This provided a 'money-can't-buy' experience, as influencers were entertained by an all-female line up, headlined by Lady Leshurr and Clara Amfo who created their own sneaker designs pre-event to be seeded to influencers.

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Guests enjoyed a VIP experience from a private viewing platform overlooking the carnival route, fully immersing them in the festival’s atmosphere. To enhance social sharing, we incorporated visually striking elements, including an Instagram area with carnival-themed décor and props, as well as a custom Converse Snapchat filter.​​​

What

influencer experience

Where

Notting Hill, London

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Capacity

200

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When

2016

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Role

Working on behalf of Amplify as the Executive Producer, covering pre-production, venue contracting, budget ownership, supplier management and on-site build and execution and client handling.