We were tasked with telling the story of the historic International Six Day Trials motorcycling race, showcasing a specially made collection throughout a series of events online and in participating retail stores across the UK.
Barbour International crafted a one off capsule collection to celebrate the 50th anniversary in which advocate Steve McQueen raced in the trials. We took this collection to the masses and asked them to stage their very own social race.
We designed and installed digital photo booths, complete with capsule collection wardrobe, for participants to style and model in their own shoot for the brand. Using dynamic green screen technology, we allowed users to create their look based on a combination of backgrounds, accessories and outfits resulting in a vast number of possible combinations and allowing a completely unique look for each submission.
The booths gave a the campaign an element of retro nostalgia, in-keeping with the 1964 anniversary and ‘Instagram’ of it’s time.
Our booths produced branded photos for the participants, giving them an instant piece of new Barbour International history, as well as immediately sending the images to a dynamic online gallery ready for participants to ask for votes and win prizes.
The race was on.
Participants had just 24 hours to gain votes from the time their photo was snapped, prompting a social excitement and buzz relative to the historic ISDT races. Participants could monitor their progress on their unique entry page, by checking in on their speed-o and checking the latest movements on the real-time leaderboard.