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Top 6: August 27th 2014
Interactive

Foot Locker: Triple Black Challenge

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Top 6: August 27th 2014
AMV BBDO, London gave some Foot Locker fans the chance to get their hands on the new Triple Black Collection. All they had to do was find them. But it wasn't quite as simple as they thought.

AMV BBDO brought Found on board, setting the challenge to create an immersive event to showcase the new trainer collection and offer fans the ultimate challenge to win a pair of limited edition trainers. Constructing a black box encasing a network of rooms each with a pair of hidden trainers inside, invited fans were unwittingly left to navigate the rooms in pitch black.

Each challenger entered a briefing room before facing a series of obstacles in various rooms
The rooms featured were: a bees room with disconcerting sound effects, a balloon chamber, an installation room with a mixture of real and fake limbs protruding from the walls, and a final corridor filled with polystyrene balls, wind machines and strobe lights creating a dizzying vortex
Challengers were given only ten seconds to escape once the trainers were found
Live action was captured using night vision infra-red cameras
Each room featured unique lighting effects designed by Punch Drunk lighting designer Mike Gunning to disorientate the challenger
The event was carried from concept to execution in only nine days
The video has generated over 700k YouTube views in less than two weeks
Other credits

Creative Direction: Zac Ellis, Rich Littler – AMV BBDO

Art Direction: Emma Winter

Lighting Design: Mike Gunning

Music and Sound Design: Altitude Music

Infra-red cameras: Minicams

DoP: Greg Taylor

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