The World's Smallest Festival

Amplify + Hunter create the biggest small festival around…


Amplify were challenged to create a digital element around Hunter’s partnership with GIPHY, empowering people to create their own gifs and celebrate the festival spirit Hunter embodies.


Hunter is a festival staple, but how can they stay fresh? By putting the brand in the context of classic festival scenarios, both physically and digitally, we made sure they were naturally part of the conversation in the lead-up to festival season.


Use classic festival cues and scenarios, both in the physical experience and the Giphy filters, that allowed Hunter to naturally fit into the festival excitment pre-Glastonbury.


The World’s Smallest Festival.

Playing on the brand’s classic British sense of humour, we created a Hunter Portaloo that hid a GIF booth inside. This immersive experience was designed to bring to life the reality of a festival within the confines of its four walls. It came complete with grass, festival sounds, festival props, bright lights, big tunes, loo roll and of course, everyone’s favourite: the obligatory person bursting in on you. Shoppers at the brand’s Regent St store were surprised by musical “walk-ins” from buskers, who serenaded them as they posed for their GIFs, designed by GIPHY studios. Theatre was created in the guise of a bodiless voice-next-door who interacted with our guests and encouraged them to press the FLUSH button, on which a secret door was opened and they were furnished with a branded giveaway. The Portaloo experience was amplified through a social campaign, as well as partnerships with two YouTubers. They created look-book content for Instagram and YouTube, drawing attention to the activation in-store and the festival range of clothing.