Welcome to All Points East and APE Presents – a brand new, three-day festival followed by a series of outdoor concerts presented by AEG. Six days of fun and music in Victoria Park, East London, split over two scorching weekends and headlined by the likes of Catfish & the Bottlemen, LCD Soundsystem, The XX and The National.
As a brand synonymous with all things festival, our client Hunter jumped straight on board as a sponsor and commissioned JustPose to create a unique and engaging photo-based experience.
IN THIS PROJECT:
Hunter’s brief was clear: this was to be an immersive and undiluted brand activation, designed to blend seamlessly with the relaxed festival vibe and appeal to all. Hunter’s primary aim was to drive engagement, rather than focussing heavily on data capture, social targets or any other typical deliverable.
Deadlines were tight and there were a number of stakeholders to satisfy – from Hunter’s own brand team to the safety crew at All Points East.
The JustPose team developed an initial prototype in the studio, then refined it over several iterations into the final live installation – a fuss-free, exhilarating photo experience that was easy for visitors to engage with. After all, who doesn’t love a trampoline?!
When the festival opened, friendly JustPose brand ambassadors, kitted out in smart Hunter t-shirts, were on hand to welcome guests and offer them a festival-ready poncho from the new Hunter summer range to wear during their photo shoot.
We also asked everyone to fill out a quick registration form on an iPad for safety best practice.
Spurred on by our photographers, guests bounced and posed mid-air to create three different shots. Each pose was captured individually using our outdoor Mini Studio Setup, and then the three images were automatically stitched together to create a shareable, animated GIF.
Thanks to our mobile studio tech, guests could view their creations instantly. By entering their email address, they received their animation in a campaign-linked email with the shareable GIF attached in .mp4 format, optimised for Instagram.
During the course of the festival, JustPose captured over 5,000 consumer images. Brand reach through social sharing was equally impressive, whilst feedback from guests, brand ambassadors and festival stakeholders proved the all-out success of this uniquely engaging and highly memorable experience.