What’s the biggest topic of conversation over summer? The weather.
It dictates what we do on the weekends, after work and on our holidays, it’s pretty much a national obsession.
For Grill’d Burger’s first ever summer promotion, aimed at increasing brand awareness and driving customers into restaurant over the busiest period of the year, VICE developed Meatwave, the promotion that when the temperature gets hot a deal unlocks.
For a month over summer, each week Meatwave temperature targets were set across the nation, and when these temperatures were hit prizes became available for customers to go and redeem – from free burgers to slushy’s and beers.
Through Meatwave, Grill’d owned the weather conversation, drove sales and brand awareness over their busiest period of the year, created significant buzz on socials, trended on Twitter, doubled their Facebook fans in a month, and sent copious numbers of customers into restaurants.More
Converse Get Loud
GET LOUD was a six-city live music series that VICE produced for Converse, showcasing performances from 15 of Australia and New Zealand’s most exciting emerging music artists and one special international artist.
Inspired by the Converse seasonal brand expression “Shoes Turn It Down Sneakers Get Loud”, the GET LOUD music series celebrated the rebellious and gloriously chaotic spirit of rock ‘n’ roll.
VICE produced these parties in a variety of random locations, and moving away from the established music venues we turned random warehouses, factories and art galleries into heaving gigs for a Loud night.More
Asus and Intel at The Terminal Projekt, VIVID Sydney
VIVID Festival in Sydney is a neon-filled celebration of light, music and ideas that takes place annually around the harbour’s Circular Quay area. In 2013, VICE brought together Intel and ASUS with Finely Tuned; a visionary events and music brand, for The Terminal Projekt.
The Terminal Projekt was a three-night pop-up dance party in the Overseas Passenger Terminal, directly opposite the Sydney Opera House.
Working with creative partners Finely Tuned, we constructed a light sculpture and geo-dome; which passing fans could control with an ASUS touchpad, and visable across the harbour. Using the ASUS PhonePad, we had a live feed from the dance floor upstairs beamed to the ground floor; and a number of other product and brand integrations.
The geo-dome and other ASUS and Intel activations were physical seen by over 250,000 people, touched by almost 5,000 people, and saw an estimated brand exposure in excess of 750,000 media impressions.More
Melbourne Music Week Gets Powered by Intel
In conjunction with the City Of Melbourne and producers Marks The Spot, we helped take an abandoned heritage listed building in the CBD, and turned it into the festival’s 10 day hub. Named Where?House, the pop up space was Powered By Intel, and became home to a diverse series of gigs, parties, free workshops, seminars, screenings, a food-hall, and cutting-edge displays of multimedia, technology, and art.
We capped off the transformation of the Argus Building from eyesore to multimedia and music hub with the inspiring, monolithic projection display that ran each night from 9pm til late.More
Converse Australia & ‘Acts Of Disruption’
Converse Australia recently launched their series of live music events named, ‘Acts Of Disruption’. Designed to disrupt the traditional live music and tour mentality these one-of-a-kind parties take place outside, on top, and underneath stuff – with the bands telling Converse where they want to play, no matter the location. Working with the marketing team at Converse we activated the first event of the series, with Melbourne’s King Gizzard and the Lizard Wizard taking to the eerie environs of Sydney’s vacant Rozelle Hospital – captured here http://bit.ly/M1OCdg. VICE will be behind the next round of shows too; gigs to take place at yet-to-be-revealed locations in Melbourne, Brisbane and Auckland, with yet-to-be-revealed bands.More
VICE has been helping adidas to keep original in Australia and NZ for the last six years. We’ve produced several award winning digital games that have been rolled out in Italy and Scandinavia. Our House Party Originals game saw over 50,000 young Australians join an online dress-up party to celebrate adidas Originals’ 60th anniversary. We’ve produced creative retail activations, custom stereo bike rigs, house parties, exhibitions, influencer programs and manage all of adidas Originals’ online PR.More
To launch Lee’s rock’n’roll inspired Jetts and Swagger range for in Australia and NZ, VICE enlisted the eye of Yeah Yeah Yeahs guitarist and rising art photographer Nick Zinner. In his first-ever commercial assignment, the three- time Grammy Nominated musician produced a suite of images that drip with life, attitude and NYC cool. Shot in locations around Manhattan’s East Village, the campaign depicts a wild night out between a scrappy indie rocker and his blonde bombshell muse, all captured in Zinner’s trademark documentary style. The campaign was blogged all over the net. Oh yeah, and we named the jeans too.More
To celebrate the opening of Converse’s first flagship store in Australia, we brought to life Converse’s famous connectivity campaign in a two day activation at Melbourne Central. We set up a photo studio, and shot over 600 young Cons fans, linking them in a real time Chuck Taylors chain showcased on a big screen. The best shots were chosen, and featured in a city-wide ad campaign.More
We’ve produced two epic event series for Puma. To launch Puma’s Archive range of sneakers inspired by designs from the 50s, 60s, 70s and 80s, we created a series of “covers” gigs in Sydney and Melbourne featuring international superstars The Hives and local bands playing their favourite songs from past decades. As part of the Puma Social campaign, we build stages across bowling lanes, and had UK band The Go! Team play shows whilst party goers hurled balls down the alley underneath them.More
To launch the music subscription service Rdio in Australia, VICE developed a launch event like nothing the country has ever seen.
Designed to replicate the online experience of the service, the Chateau Rdio launch party, held at Bondi’s iconic Beach Road Hotel, saw every space, every hotel room, filled with music.
As part of the launch, VICE also managed an industry outreach, educating the music industry about the service and recruiting key influencers to use and promote the product – and play at the Chateau Rdio launch party.More
To celebrate the launch of the Bonds unisex range “Made2share”, VICE invited some of our favorite girl / guy duos in the fields of music, fashion, art, film ad photography to let their creativity shine through via a series of photographic portraits of one another. What resulted was compelling imagery used in a unique, exhibition that celebrated unisexual interpretation. The Sydney based event had a special performance by the Mentals and crazy dancers – The Unisexuals.More
When Mexico’s number one tequila brand wanted to launch in Australia, they came to VICE. Working with the VICE crew in Mexico, VICE developed a series of content pieces around Mexican culture, drinking in Mexico, and the complicated (and 10 year long) process of making a premium tequila, published to VICE magazine over subsequent months.
These content pieces were then used to provide artwork and theming for a series of summer parties in Sydney and Melbourne; establishing el Jimador as an authentic and quality Mexican tequila.More
To activate Grill’d’s sponsorship of Movember, we created the Grill’d Guild – a secret society of moustachio’d gentlemen. Promoted through their outlets, PR and online, 27,000 burgers were handed over to 12,000 registered members. Since then, we’ve been producing creative work for Grill’d’s student campaigns and ongoing Movember partnerships.More
G-shock approached VICE with a brief of creating a “gift with purchase” concept that could roll out to retailers and beyond. Taking into consideration the Japanese heritage of the Casio brand, VICE came up with the concept of turning a Claw-Arcade-Prize machine into the ultimate experiential POS tool, that then doubled as a gift-with purchase initiative that could translate through G-shock’s retail, trade shows and sponsored events.