WEEK: 15.03.19

Welcome to your Friday dose of WEEK. A roundup of what's dropped in the last seven days, brought to you by the Culture & Strategy team at LOVE.

Brand activations at SXSW

The annual ‘early adopters’ festival in Austin Texas, SXSW hosts everything from music, film, tech and politics.

Each year brands and TV shows attempt to out-do each other with bigger and better experiential brand activations.

Here are some of this year's biggest hits.

1. Game of Thrones "Bleed For The Throne”

HBO partnered with ‘The Red Cross’ in a dual effort to drive momentum for the final season of Game of Thrones - premiering April 14th.

Fans stepped into otherworldly kingdoms of Westeros and interacted with key plot lines from the series.

To combat a worldwide blood shortage, HBO asked fans, ‘Will you bleed for the throne?’

The three-day activation closed having reaped “400-500 units of blood” for the American Red Cross.

A usual blood drive collects an average of 30 donations.

2. Uber Eats

The Uber Eats House hosted culinary collaborations from the likes of Virgil Abloh x Milk Bar, Khalid x McDonalds and Roy Choi x LA Hip Hop and Tacos.

They also had a ‘grab and go’ window where people could collect Uber Eats deliveries.

Is this a sign of the future?

3. Viceland's 'Skateland'

The team at Vice created a retro roller skating rink and taping segments to promote its nightly show Vice Live on the corner of Red River and 5th Street.

The network turned the car park into a 4-day pop-up skate rink including a bar, DJ’s and their signature white bus.

Each day was packed with programming, from a celebration of Biggie Smalls featuring musical tributes from DJs like Bluntler, Trauma, Scram Jones and Whoo Kid to a happy hour hosted by rapper Phonte.

Nike unveils Women's World Cup 2019 kits

This summer, France will hold the Women’s Football World Cup.

To celebrate, Nike is making efforts to promote the cup and female football in general which is often overlooked compared to mens.

The kits from 14 countries across the world, including England, France, Brazil, were unveiled at a global event in Paris March 11th where representatives from each team were on-hand to model the pieces.

It’s the first time since Nike began working with the Women's World Cup that each kit has been designed especially for women's teams, rather than as derivations of the uniforms made for men.

Nike have also used this as an opportunity to promote their vision to become the "world's most sustainable sports brand", as each kit is made from 12 recycled plastic bottles.

Lego AR Pop-Up

Lego have launched their new fashion collection ‘lego wear’ with a ‘brick and mobile’ Snapchat pop-up.

From the outset it looks like an empty, white gallery space with just a snap code on a plinth.

But, when customers open snapchat and scan the code, they’re transported into an AR fashion boutique.

The virtual boutique features an interactive DJ booth, an arcade machine and most importantly, exclusive access to the limited-edition fashion range which is modelled by Lego characters.

Lego customers can only buy the collection over Snapchat, another example of ‘bricks and mobile’.

This new retail model is beginning to take off as early experiments like Amazon Go and Dirty Lemon’s ‘Drug Store’ catch on and shoppers become more comfortable completing transactions through a smartphone.

Melissa + Fila: Making A Statement

Fashion house Melissa and iconic sportswear brand Fila are collaborating on a range inspired by the codes of streetwear.

With streetwear fast becoming the new normal of the fashion world, brands from all categories are clambering to collaborate with streetwear brands.

Galeria Melissa London & New York have been transformed for the launch with digital screens displaying a video by visual artist Natalia Stuyk.

WEEK is compiled by LOVE's Culture & Strategy team. Want to say hello, ask questions or challenge their cultural knowledge? Then get in touch at hello@lovecreative.com.