Today it was announced that we have been shortlisted for a Drum OOH award, and we are absolutely buzzing! We’re thrilled to have been nominated alongside some amazing industry peers, so, in the spirit of shouting about the work that we love , we thought we’d do a roundup of our campaign for Footasylum, which has been nominated for Best Experiential/Ambient in this year’s Drum Out of Home Awards.
The Unlckd bus tour combined two elements of interactivity – digital and physical, to create a community of artists (aspiring and acclaimed) and fans who thrived on one another’s energy, the spirit of learning and performing collaboratively. Through four bus dates in Britain’s most iconic urban cities, London, Manchester, Birmingham and Glasgow, Footasylum brought together local rappers, dancers, singers and DJs to perform and orchestrate workshops for attendees to hone their skills.
The events encouraged talent sharing, with prizes including free music video shot by Link Up TV or 10 Hours music studio session for aspiring rappers wiling to compete, combined with fashion, music and photography workshops hosted by local professionals and industry successes. The event was shared on social media throughout, which offered aspiring and existing local artists the chance to be seen. To encourage Unlckd app downloads, attendees were offered a £5 Footasylum voucher for joining the community.
It was amazing to see an experiential event that was orchestrated to advertise an app and incite downloads to further a company’s interests naturally being transformed into a community meeting space, where members of the street queued, unprompted, to join in with dancing, singing and rapping – and to attend workshops so that they could hone their skills in all of these areas! Crucially, the spirit of partnership shone through at each of the events a community was created from a brand, radio station, music artists , dancers, hosts, photographers, teachers and trainer fans, who were brought together through a shared love of urban culture and trainers!
Amy is Marketing Insight Manager at One Agency. She has 2 years experience as a Content Executive, working on content & PR campaigns for a vast pool of clients across many industries.