First day of Spring
play
G-Star RAW

RAW RAVE

A NEW MUSIC EXPERIENCE CONCEPT.

Brief
CREATE A NEW EXPERIENCE CONCEPT FOR G-STAR RAW
TO BE ROLLED-OUT IN KEY MARKETS GLOBALLY.

Concept
RAW RAVE

In true G-Star RAW fashion, RAW RAVE combines the unconventional with the innovative to throw down a mix of unrelenting music acts that turn unexpected locations into futuristic stroboscope-powered mosh pits. The concept premiered during ADE 2019 in the bicycle passage of the Rijksmuseum, celebrating G-Star RAW’s 30th anniversary.

Listen to the RAW RAVE playlist here.

ARTISTS

Alternative rock band De Staat pumped their staccato repetitive chords into the tunnel at 180 miles an hour, supported by raw and explosive sets of techno punk wizard Boys Noize and Amsterdam-based TITIA kicking off the night with her energetic, raw and grimy selections. De Staat played its own versions of hardcore classics "I Like It Loud" and "Ruffneck Rules Da Artcore Scene" and drove the audience into a massive raving circle pit underneath Rembrandt’s Night Watch during "Witch Doctor".

Raffle

European fans of G-Star RAW were invited to an online raffle in which a limited run of 1000 tickets are up for grabs. Successful, randomly-selected participants joined the brand in celebration while for the rest, RAW RAVE was accessible via livestream across Instagram, Facebook, YouTube and selected media outlets like Beatport and ADE.

Campaign

The event was promoted globally through an intensive PR and media campaign running outdoor, instore and in social media.

Touchpoints

First Day of Spring is responsible for:
– Concept
– Campaign (outdoor, social media, in-store, PR, direct mail)
– Concept website / landing page
– Content strategy and all items
– Event design, set-up and execution
– Artist line-up and negotiations
– Ticketing process
– Livestream
– Video on demand