A website to honour PropTech innovators
Wrung Sounds
Brand activation through music
Client
Wrung (France)
Work
Creative directionMarketing
Design
About
Wrung was a Paris streetwear brand with roots in graffiti and hip hop culture. To raise the brand image, I brought the concept of doing crossover capsule collections with internationally acclaimed artists, here Felipe Pantone.
My role
I directed this brand activation, a campaign centered around music and creativity, aiming at raising brand awareness by merging music, culture and fashion.
The project gathered 30,000+ plays and over 1,500 followers on Soundcloud in the first months.
The artistic collaboration raised the brand profile and helped it reach a higher tier audience.
The project created culture and contributed in building a community around DJing, music and fashion.
The project helped the brand reach out of its usual realm, and receive coverage from music medias.
Sharing Music
The campaign started online with exclusive DJ mixes available for free streaming. The project featured high-profile DJs such as Feadz, DJ Pone, Drixxxe, R-Ash, DJ Gero, Weedim, Selecta KZA, Young Pulse, DJ Stresh and more who produced exclusive mixes and shared them with their community.
Creating culture and community
The concept was brought to real life through club parties and after-work events where the brand and artists engaged directly with the public. It was kickstarted at La Bellevilloise in Paris and brought to different cities.
An experimental art installation mixing music, art and fashion by DJ and artist Gerz was exhibited at the brand’s concept store.
