H&M's Electric Jungle - Field Day 2016

16th Jun

Welcome to the jungle.


Last weekend, Field Day Festival brought an array of epic musical talents to Victoria Park.  Despite the downpours, 30,000 people attended the east London festival for two days of music, food and fun. This year’s festival hosted Electric Jungle, a creative hub presented by H&M and designed by experiential photo agency, The Flash Pack.

The activation was an exploration of fashion, art, music and technology, and promoted H&M’s 2016 Divided Festival collection which is available in stores now.

The Electric Jungle was a celebration of the new H&M collection, with its design inspired by the collection’s monochrome patterns and botanical prints. To celebrate the youthful energy of H&M Divided, a variety of immersive components were created such as a foliage jungle, a graphic print backdrop and a neon light installation.

For this bold and innovative project, The Flash Pack commissioned beatboxer and visual street artist, Harry Yeff, better known as Reeps One. Working with The Flash Pack’s design team, Reeps One created a bespoke, graffiti style painting, which was digitally interpreted to form part of the interior of The Electric Jungle.

Festival goers queued to enter the tent (which was situated next to the main stage) to get their face painted, check out the highly anticipated H&M Festival collection and to experience the focal point of the installation, the Freezus Curve 3D photo booth. 

To the left of the tent, was the uploading area, consisting of four 27” touch screens, enabling quick and easy social sharing to Twitter, Facebook and Instagram. Guests were encouraged to share their 3D photos using the hashtag: #HMxFieldDay to be in with a chance of winning an H&M wardrobe. Additionally, the best images of the day were displayed on the big screens on either side of the main stage; an extra incentive for festival goers to interact with the experience and produce impressive content.

The Electric Jungle was a huge hit with fashion bloggers too, with the stylish Kristabel Plummer, Lucy Nicholls, Dunya Kamal, Hannah Farrington and Kim Turkington all exploring the activation and sharing their experience with their engaged audiences.

The creative and visually stunning activation proved hugely successful, achieving over 100 million impressions on social media from the event hashtag, #HMxFieldDay. The most engaged Freezus Curve video gained 373,000 views on instagram to date.

For The Flash Pack, this has been one of our most significant projects to date. Designing, producing and project managing every element of the event, with creative freedom given by H&M, this creation is a display of our abilities as an agency. With such an impressive reaction from audiences, and a sky-high social media reach, only one question remains: When can we do it all again?

Read more about Reeps One's involvement and the design process behind The Electric Jungle here.