G-Shock #GArena Digital Campaign
Concept
“G-Shock #GArena is a space that inspires creativity, resilience through the diverse stories of 10 thought leaders…India’s leading culture creators and lifestyle icons. Through their narrative we aimed to inspire the viewers to #ChallengeTheLimits and come out stronger, resilient & full of hope.”
#ChallengeTheLimits
GShock x Homegrown onboarded 10 talents who are leading names in subcultures- Hip-hop (Music), Hip-hop (Dance), Art & Design, Urban Sports & esports.
The campaign unfolded with strong elements of street culture through its visuals & narrative.
strategy
To create invigorating content in a bid to overcome some of the perplexity of these uncertain times while also positioning the brand as a catalyst that encourages learning, movements in street culture- we curated 18+ digital LIVE workshops// performance sessions with the G-Squad.
OVERVIEW:
– Reach: 25 million+ across all social media platforms.
– Sc0ut’s youtube stream alone garnered 2.5 million views.
– Conceptualised & produced a G Shock photoshoot with the talents & created a one-of-a-kind 50+ page lookbook.
– Engagement via mentions & comments: 500+ mentions across Instagram & 9000+ comments.
– The #GArena contest saw participation of 270+ people.
Execution
The campaign was executed in 2 phases:
PHASE 1: Introduction Of The G-SQUAD & #GARENA Digital Sessions
1) Launch of #GArena Digital Festival + Introducing the G Squad via custom template home videos
To keep with the times, and instill a sense of hope & resilience, each talent was asked to share home videos of them practicing their craft, honing their skills.
2) #GArena Digital sessions
The live sessions were a mix of direct live & pre-recorded sessions of the talent conducting a workshop or performing for under an hour. All the sessions were branded with the G Shock GArena custom template.
PHASE 2: Lookbook Launch Contest & Mentorship Program, and #GArena Digital Festival
You can view the recap video here: https://youtu.be/3umZETRomPQ
1) G-Shock #GArena photoshoot- Stills & GIFs
Homegrown got together a team of creative professionals to bring to life a cool, punk, gel lighting used street rep- shoot with the G-Squad (wearing their GShock watches) in a basement garage with grunge props & available resources.
2) The G-Shock #GArena Lookbook: Digital & Physical
A 50+ page lookbook was created keeping in mind the ethos of G-Shock & the unbreakable spirit the brand stands for. Homegrown created the copy & designed the lookbook using the photoshoot imagery.
3) Contest & Mentorship program
Each G Squad member hosted their own unique contest on their social media pages for the brand. Winners of the contest won a 1-hour long mentorship session with the talent. 1st place winners additionally won their own G-Shock watch.