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Project Launch Date: September 2017
We teamed up with Well and Good to develop an immersive and playful experiential installation for Converse Shoes to promote their new upcoming line of waterproof winter boots. Using motion-tracking sensors and light projections, we created a digital snow-covered floor that triggered animations with motion.
Through a 4-day PR activation across Toronto and Montreal, hundreds of media influencers were invited to try on their new Converse winter boots and walk across the interactive snowy space to unveil in real-time an aerial cityscape view.
The Challenge
Converse just released a new line of waterproof winter boots and was looking to promote the September product launch. Some questions in the air were:
- How can we get guests to walk on winter weather without snow outside yet?
- How can we prepare consumers for the winter and get them to buy these winter boots before the snow hits?
- How do we make this influencer activation exciting, engaging, different? All while being a cool activation for influencers to want to share and post media coverage.
- How do we simulate the positive effect and result of wearing the boots during the winter and in snow?
Our Approach
The medium we chose was an interactive motion-tracked floor display.
With some provided graphics from the client, a custom game was created to give influencers a taste of what it feels like to walk on winter weather. On event days, guests will line-up to enter an enclosed cube-environment where visuals will be projected onto the designated floorspace. When stepped on, a second layer is uncovered revealing a colourful aerial cityscape graphic.
Utilizing motion-tracking technology, this activation was designed to create an interactive and responsive “living floor” that encourages engagement and footprint with the brand.
