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 premieres during ADE 2019 in the bicycle passage of the Rijksmuseum, celebrating G-Star RAW’s 30th anniversary.

Artists
Kicking off the night with her energetic, raw and grimy selections is Amsterdam-based ‘Titia’. Rock phenomenon ‘De Staat’ delivers a thundering live performance alongside techno punk soldier 'Boys Noize’ whose sets flip the bird in the face of convention.

Experience
European fans of G-Star RAW are invited to an online raffle in which a limited run of 1000 tickets are up for grabs. Successful, randomly-selected participants will join the brand in celebration while for the rest, RAW RAVE will be accessible via live-stream across Instagram, Facebook and YouTube.

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