5 stores and 5 days to discover #WhatisRaw
In late 2016, for the first time in the brand’s history, G-Star RAW decided to step beyond the product to present the question: “What is RAW?”
When asked about the meaning of RAW, Pharrell Williams, G-star’s new co-owner and head of imagination said this:
“RAW is not a noun, RAW is a verb”
With this new expression of the brand playing a central role in the positioning of the Fall/Winter 16 Campaign, The Flash Pack were tasked to create an interactive photography experience that would present this question to members of the public and create an experience that would allow them to share their RAW with the world.
In response to this new brand positioning, and a desire to connect the brand to their customers, we worked with our team of technicians to create our first ever personalisable GIF booth. On entry to the booth, the customer answers the question, "What is RAW" to create a unqiue GIF, takeaway print and formatted ready for direct upload to Instagram.
The Flash Pack toured 5 stores, over 5 days with a customised mod booth, generating GIFs with personalised over-lays answering "What is RAW?".
We captured 377 gifs, which generated a share rate of 107%.