The World’s First ‘Sneaker Mixing Deck’
Today, 18th May, AMV BBDO and Foot Locker launch a new campaign to demonstrate Foot Locker’s unique passion for sneakers. This is the second piece of brand activity by AMV BBDO, following on from last year’s campaign, ‘Sneaker Skills’.
Foot Lockers obsession with Sneakers means they occasionally do some crazy things with their shoes. This time around we wanted to mix our passion for sneakers with our passion for music….literally. We asked the question; can music be mixed using your feet instead of your hands?
We collaborated with Marshmallow Laser Feast, one of the most sought after installation specialists, to build the world’s first ‘Sneaker Mixing Deck’, a real life piece of technology that allows people to create music with their feet. Different sneakers inspire different graphics and different beats that can be mixed together to create some amazing tracks.
This summer we’re taking the decks on the road for real, in a series of live events involving some of the best European DJ talent around – watch this space for details of where you can catch the ‘Sneaker Mixing Decks’ in person.
In the online film we see three Stripers creating completely individual tracks on the ‘Sneaker Mixing Deck’, based on the different kind of sneakers they’re wearing.
The film will be supported by a 30” TV cut-down that will run on TV and online channels across Europe for a month.
Credits
Project: Sneaker Mix
Client name & job title: Tim Cincotta, Vice-President Marketing, Foot Locker Europe
Creative Agency: Abbott Mead Vickers BBDO
Copywriter: Mike Sutherland
Art Director: Ant Nelson
Agency Planner: Annalisa Gentili
Agency Account Man: Philip Lloyd, Ben Hacker
TV Producer: Adam Walker
Media Agency: OMD Intl.
Media Planner: Francesca Hills
Production Company: PRETTYBIRD UK
Director: Marshmallow Laser Feast
Production Co. Producer: Margot Mars, Claire Luke
Post-production Company: The Mill
Audio Post-production: Factory
Exposure (TV, YouTube etc): TV/Online/Blogs
