In spring 2010, we’d been asked to organize a launch event for the italian edition of the ‘Shock the world Tour’ by Casio. The objective of the event was to create an experience able to trigger the attention both of press and subculture influencers, in order to refresh Casio G-Shock’s brand positioning.
The party took place in Milano, at Galleria Meravigli: a quite prestigious venue indeed, located just few streets away from Piazza Duomo. As part of the show, the event hosted a live street art competition, and an amazing DMC demo by the french dj R-ASH and the Italian Skizo. The italian MC Esa led the cerimony.
The outcome went way beyond our expectations: the WOM during the event brought at the venue hundreds of people not invited to the party, and the buzz generated in the few weeks after completed the job. Thanks to a great PR activity, and a complete set of promotional assets, the party hosted about 10000 people during the whole night.
WHAT I DID
Executive Creative Director, Concept, Event manager,