THE BRIEF
Project Launch Date: September 2017
We worked with Converse to implemented an immersive and playful installation to showcase their new upcoming line of Converse winter boots. Using motion-tracking sensors and light projection techniques, we launched an interactive floor projection of a digitally snow-covered landscape.
Over the course of 4 days we ran this PR activation across Toronto and Montreal where hundreds of media influencers were invited to walk across the space and uncover an aerial view of a wintery cityscape in real-time with their new Converse winter boots.
THE CHALLENGE
– Converse just released a new line of waterproof winter boots and was looking to promote the September product launch
– 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?
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.
