Shhhhh, It’s A Secret

Developing a European festival strategy for Converse.

Converse was keen to retain its intrinsic link to music while avoiding festival experience clichés. We were challenged to create a concept that would be flexible enough to adapt to different budgets and festivals tastes across Europe. Our solution was to create a strategy that included a special secret something.

First of all, Converse ambassadors ensured festivalgoers had the best experience possible. They helped people set up tents, swapped their old footwear for new Converse, delivered morning bacon sandwiches and created personalised parties.

But we also wanted to give them something really special. So we created a hidden experience in an unadvertised area. The experience was tucked behind a secret portal disguised as a fully functioning photobooth.

Once the photo had been taken a secret door swung open to reveal a hidden space. During the day it was an oasis of calm, where festival goers could relax in hammocks, watch classic movies, and generally escape the madness of the festival. By night it transformed into a gig space, with bands like SBTRKT performing in secret.