Experiential Activation by a Retail Brand
Arc’teryx, for the Love of Winter, New York
Brand: Arc’teryx
Agency: Moment Factory
Based in the Canadian coastal mountains, outdoor equipment company Arc’teryx sought to bring the natural beauty of its home turf to New Yorkers. In November 2022, the brand paired with Moment Factory to create a limited-time-only immersive multimedia experience to highlight its products. Turning a shuttle into a thrilling helicopter ride, the guests were grounded by a surprise whiteout, only to be greeted by a hazy winter scene as the door opened. The experience tapped into the sensory aspect of being on a hike, giving visitors a steep walk uphill and out onto a ridge. Once there, they were treated to a stunning view created by a 270-degree panoramic screen. Tapping into the constantly changing weather of the mountains, guests experienced an array of weather conditions. As the tour wrapped, an LED campfire awaited below for visitors to unwind before stepping back out into the city. —S.C.
Experiential Activation by a Media Brand
Marco Mengoni Haptic Experience
Brand: Amazon Music Italia
Agency: NEWU
With Italian chart-topper Marco Mengoni’s seventh studio album “Materia (Pelle)” on the way, Amazon Music Italia wanted something special for the release. With the idea of a human need for skin-to-skin contact, or “skin hunger,” at the root of the album, the door was open for new ideas. Calling back the sense of isolation that came from 2020’s pandemic quarantine, the campaign set about creating a first-of-its-kind synesthetic experience. Utilizing a haptic interface created for the release, this became the first album that could be “touched” via a weeklong installation at the Monumental Atrium of Milan’s Central Station. The event was dropped during Mengoni’s Milan tour, so fans were able to stop by on their way to the concert. Listeners were invited to place their palms on the device, at which time the technology was able to re-create the sense of reactive touch between two people. —S.C.
