The client needed
On Running was looking for a sensory experience for a PR Launch that would tie in nicely with the brand and be a little different to any other launch. The focus was to inspire key influencers to experience the authenticity of On Running.
The key words or theme of this launch was around "Disconnecting to Connect".
What we thought
Bringing in an all sensory experience that was not only going to be different than every launch in Sydney, we wanted to create an event that everyone would be talking about for a while.
From taking away an influencer's greatest asset- their phones to removing shoes to experiencing an all sensory walk through the swiss alps followed by a breathing workshop- it was necessary to bring a sense of self presence & awareness into the experience.
The morning was unexpected and calming by really removing away the everyday distractions to get our main point across.
How we activated
It was a huge production from finding the perfect venue to accommodate working through every element and details of the experience especially when we had to work with keeping awareness throughout the launch.
The devil was in the details. We built a tunnel with mountain projections that took well over 52 hours to program like a mini Lume experience.
We created a personalised scent that reminded us of pine trees and fresh air. We turned the space into a picturesque mountain hub where guests would come to meet prior to their journey to enjoy some Cacao to open up their senses.
