Guitar Hero & WE Fashion

Client | Guitar Hero (Activision) + WE Fashion
Description | Approaching new target group
Category | Brands, Events,


In 2007 we thought of the concept ‘Friday Night Live’, a party concept consisting of a mix of stand-up comedy, DJ’s and live band performances. We proposed the concept to our contacts within Activision (the world’s leading game producer) and WE Fashion.

Both parties saw the event as a possibility to target a new group of consumers in a, for them, unconventional way. We further developed the concept to an evening where WE was able to style the performing bands and DJ’s and thus show their newest collection. The experience of Guitar Hero was brought to life by organising a battle between members of the audience and several famous stand-up comedians, where winners from the audience were rewarded with games and game consoles.