Launch Factory Experiential was tasked with the launch of FNB's latest range of corporate wardrobe. At a function at The Theatre on the Track the new range of corporate ware was released.
Launch Factory conceptualised a cutting-edge concept to launch the corporate fashion show that generated a real sense of excitement. "We wanted something that would literally bring the spirit of innovation that underpins FNB to full," said Spero.
That's why the event was more than a fashion show but a theatre piece. It's all about entertaining our audience and giving them something to talk about - with pride. We want everyone at FNB to be proud of their new uniforms and we made this happen by treating the clothes as if they were a corporate 'ready-to-wear' collection.
Oversized stationery was used as set decoration. These included a huge stationery-holder complete with oversized pens and paperclips. This piece was a focal point of the centre of the runway, which entering and exiting models had to walk past.
Office furniture was used as additional set decoration and to make things a little more interesting our models walked out onto the ramp where they weaved their way around and through a row of designer office furniture desks and chairs.
A 'musical office chair' interlude was used as an alternate way to exhibit the new wardrobe. Here a group of trained dancers choreographed a dynamic performance piece that involved the use of office chairs on wheels. The piece included lots of cool turns and slides and was a compelling entertainment piece that inserted info the middle of the show.
A soccer sequence in which trick footballers dribbled FNB's branded soccer balls in-between a long row of office water coolers. This was of course in reference to FNB's sponsorship of the 2010 FIFA World Cup.
Post-show human mannequins were used in the foyer area, amongst whom the guests mingled. After the show trained mimes dressed in all the latest FNB corporate wear standing dead still in a foyer area into which all the guests leaving moved through.
People did not at first know that these mannequins were real people because they were dressed and painted to look like shop mannequins. But suddenly one moved slightly, then another and another until the audience was completely drawn in by this interactive statue display. This device was an effective means through which we engaged the audience after the show and it simultaneously allowed people to get up close to the very collection they had just seen on stage.