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In 2016, we helped Pump curate a Lifestyle Collection of limited edition labels, which gave people the freedom to create their own lifestyle, share it on social media and win it in the real world. As a follow up campaign, we wanted more co-creation with Pump’s fans.
The Create Your Flow campaign was born.
Strategy | Packaging | Campaign | Activation | Digital | Social |
Inspired by brands like Nike ID, that give fans a chance to put their own style into their products, we wanted to capture the attention of digital natives, who are excited by co-creation and collaboration with brands they love.
We worked closely with Berst (Bobby Hung), a street artist, graffiti artist, art & design lecturer and amazingly talented guy. Berst and Fly wanted to express Pump’s new brand position of “flow.” Working from Berst’s insanely cool workshop, we sketched, scamped, painted and designed three limited edition bottles to release throughout New Zealand.
Fans were invited to pump.co.nz to create their own expression of flow and share it to Facebook. A simple idea, requiring sophisticated approach to give people enough self expression to find it truly captivating.
With sales of Pump up, over 7,000 people completing a unique design and increased social media engagement, this campaign has helped Pump transition into being considered less of a commodity and more of a lifestyle brand to be reckoned with.
Laura Knight - Pump Brand Manager
Johnson McKay - Creative Director
Aaron Richardson - Design Director
Jason Fantonial - Lead Designer
Storm Smith - Content Design
Siobhon Joe - Web Design
River - Web Development
Berst - Art & Street Art