The Misfits were challenged with the creation of a virtual ‘festival’ to celebrate Ryderwear – Australia’s fastest growing activewear brand – Black Friday sales. A tease, launch and final hours campaign was run across socials, youtube and owned digital media channels reaching millions of engaged shoppers.
The Misfits designed a ‘alternate’ music festival world for Ryderwear “lifters”, replicating renowned global music festivals, but in a virtual space. The campaign succesfully hero’d the brands clothing line, as worn by their well known ambassadors and influencers. The Misfits, designed, shot and produced the campaign in Adelaide, where the Ryderwear brand was founded.
The Ryderworld Black Friday Festival reached over 2 million Australians and successfully positioned Ryderwear as Australia’s most popular activewear brand.