FUTURE GENERATION
ART PRIZE AND XOMEHKO
Activation for a project at the intersection of fashion, art and social business; between the past and the future
#smm #activation #shooting #content #influencers #insta #facebook #pr
Exhibition
Sweater
Art
Up-and-coming Ukrainian brand XOMEHKO creates modern artistic clothing from recycled materials and utilizes eco-friendly techniques. Future Generation Art Prize by PinchukArtCentre supports young artists from all over the world. The brands’ audiences, values and philosophy match. Both of them are about the new generation, conceptualizing the future and taking responsibility.
XOMEHKO created a limited edition collection of sweaters made of recycled fabrics for the artists whose works were part of the Future Generation Art Prize 2021 exhibition. This collab works better than morning and coffee, Paris and berets, Divchata and quirky jokes. These sweaters are perfect for artists: they are original, colorful and have a meaning behind them.
Our
job
Our role in this was to come up with an awesome activation for this organic collab so that people would recognize it, pay attention and relate to it, visit the exhibition, remember the brands and associate them with themselves. So that a dialogue between history and the future, the artist and the audience can take place. Just like in art.
We gave this
a thought:
upcycling
is a modern
interpretation
of the past
So we made a call to action on social media: show us your family sweater that you still wear now.
Tell us a story about it in any format. The author of the most interesting story would receive a personalized custom sweater from XOMEHKO and FUTURE GENERATION ART PRIZE, just like each artist of the exhibition.
To make it work, we created an entire ecosystem for the contest: a strategy for its launch, promotion and maintenance.
We utilized Instagram, Facebook and TikTok, their influencers and creators. We then added paid ads and some more PR to the mix.
We selected influencers of different scale and audience, and communicated with them throughout the entire project
To announce the contest, we shot aesthetic videos for Instagram and Facebook
We launched paid ads so that more people would become aware of the contest
More than 30 influencers with a total audience of several million people made posts about the contest. More than 100 users participated in it. Two of them won the sweaters. The sweater dialogue was successful.