Challenge: Make Free People music festivals goers’ first fashion choice.
Insight: People not only care about the music but also their attire and look.
Solution: Created an interactive campaign for Free People that highlights their brand motto “The Free People woman lives free through fashion, art, music, travel, and everything in between” by using R&B singer Jhene Aiko as brand ambassador.
App Interaction: Women will be able to showcase their artistic skills by submitting their own song verse through the existing Free People app.
Festival Interaction: Festival attendees will be able to see all the submissions on interactive stands and choose the best #JheneFreestyle verse. The winning verse will be freestyle live at the music festival by Jhene Aiko.
Website Interaction: On the Free People website fans will be able to choose Jhene’s next outfit look by posting their favorite look using the #JheneFreestyle on social media.