The opportunity:
Launch Reebok’s ZIG Kinetica sneaker to the tough-to-reach Millennial “Game Changers”.

Game on.

The insight:
The status update is the new status symbol.

The ‘Game Changers’ are the #DIFTI* generation. We needed to create an experience for people to be a part of, and brag about. *Did It For The Instagram.

The idea:
Be a Reebok model for a day at Studio ZIG.

Step off the sidewalk, and onto the catwalk.

The execution:
We set up full photographic studios in specialty sneaker stores.

Complete with, hair stylists, make-up artists, full lighting package, light sweep, and of course celebrity Creative Director Nadia Nakia. The experience started outside the store with hair and make-up, live DJ and bar. The models then went through to wardrobe, and on to the light sweep where Nadia and our photographers were ready to shoot. The images where retouched and edited live and ready for people to share there and then across their social channels. All computers were linked to large monitors around the store so people could watch the retouching happening in real time.

The result:
100% sell-through of the ZIG Kinetica.

High street met high fashion, and delivered a memorable experience. And business result.