ABOUT

Looking to launch their spring/summer DIVIDED capsule collection 'Festival' and engage with a new audience at Field Day, H&M approached The Flash Pack to build an experience that would generate online content worthy of sharing.

Taking inspiration from the collection's theme, we designed a brand activation that was fully immersive, creative and fun for festival goers, entitled 'The Electric Jungle'.

To create an online buzz in the lead up to the activation, The Flash Pack collaborated with the professional beatboxer and visual artist, Reeps One to design a backdrop and interior of the installation that reflected H&M UK’s youthful demographic. Short videos of Reeps One designing the artwork for the project, were released on social media as teasers.

For the photographic element of the installation, we installed our innovative Freezus Curve. The Curve shot festival goers capturing them in an incredible 3D form. Festival goers were encouraged to share their 3D video with the preset text that featured the event hashtag #HMxFieldDay. The best Freezus Curve content chosen by H&M UK were displayed on the large format screens on either side of the stage, encouraging festival goers to visit the installation.

To ensure that the content enjoyed the reach it deserved, The Flash Pack engaged with fashion bloggers including Kristabel Plummer, Lucy Nicholls, Dunya Kamal, Hannah Farrington and Kim Turkington all exploring the activation and sharing their experience with their engaged audiences.

To amplify H&M's presence at Field Day even further, The Flash Pack designed a branded Snapchat Geofilter that was available to all visitors to use and share. Additional elements included a soundtrack curated by Reeps One, and facepainting by a well known body artist, whose designs complemented the DIVIDED ‘Festival’ capsule collection.

974 videos were taken, with an impressive share rate of 100%. The hashtag enjoyed over 100 million impressions after 3896 people passed through the experience.