‘Celebrate Heritage, Champion Future’ #Summer2020Cancelled
We consulted for the UK’s fastest-growing music festival, Strawberries & Creem, whose headline acts have included – Skepta, Nelly, Shaggy, Sean Paul and Stefflon Don.
The 2020 festival had 22k festival-goers confirmed to attend. However, the COVID-19 pandemic forced the event to be cancelled.
Sister brand Creem Clothing was also due to launch a capsule collection of merchandise ahead of the 2020 festival. Following the cancellation announcement, the clothing became obsolete overnight.
‘Cancelled’ was stamped over the original unisex t-shirt, hoodie and sweater designs. Creatively repurposing the merchandise The brand subsequently launched a #Summer2020Cancelled Lockdown Loungewear collection.
AGE UK Charity Partnership
Inspired by the festival’s mission ‘Celebrate Heritage, Champion Future’, our team created an official charity partnership with AGE UK to support their urgent £10 million Covid-19 fundraising appeal. The partnership saw Strawberries & Creem donate a percentage of profits from their ‘Summer 2020 Cancelled’ range.
Following a successful viral social media and influencer campaign, the collection sold out in just 72 hours.