For the launch of the new STR8 Rebel, we wanted to do something special and… “revolutionary”. The fact that our new packaging features a design reminiscent of a graffiti, offered us the ideal creative vehicle to play with, in order to reveal it to our audience in an engaging and fun way.
In line with the “rebel” personality of the new fragrance and its “street” aesthetic, we hid the new design of the packaging within a real-life big graffiti, created by a graffiti artist. Just like street art, we created STR8 art!
We did a video shoot of the whole process with the artist doing his magic, and asked users to Like our facebook page to help reveal the new design. As the number of Likes goes up, the surrounding graffiti is wiped out, until revelation time!
Through the activation, fans have the opportunity to discover the new STR8 Rebel themselves! Join them now: https://www.facebook.com/STR8Greece
Account Director:Tasos Veliadis
Account Manager:Fragiskos Kavroudakis
Art Director:Tonia Loran