Disruption is key when facing a communication campaign nowadays. Reebok had this idea in mind when they came to Momento and asked us to help them to make a guerrilla action as part of their new launch campaign for Club C, a project that had Kendrick Lamar as its main asset. Of course, we said yes. The challenge here was to work with the “Hold court” Club C global campaign while offering something different with a guerrilla feeling and street slang.
We came up with the idea to work with augmented reality to bring the “court” to the screens and, of course, to make the city experience inspirational in specific gathering spaces, squares and iconic places by using mobile devices. We paired it all with conventional out-of-home actions. We worked through the campaign positioning and decided that people would have to “find their court” to play; they would have to find certain stickers around the certain neighbourhoods of Barcelona and Madrid and, thus, unlock the whole new edition launch experience.
