off the rip vintage x foodbeast x jollibee

industry: fashion | food | culture

services

content creation

influencer marketing

brand partnership

event activation support

challenge

Off the Rip was commissioned by FOODBEAST to source and redesign 200 one-of-a-kind vintage pieces. The activation included creating a cohesive collection and sewing patches that commemorated the FOODBEAST x Jollibee collaboration for influencers and tastemakers to choose from during the Drippin’ Event. The purpose of the event was to bring the food loving community together for a night of multiple activations, music, samples of the KATSEYE Gnarly fried chicken, and photo opportunities with the Jollibee mascot in Long Beach, CA. The challenge was to plan and execute the activation in two weeks.

strategy

The strategy was to tell the story of Off The Rip and build a narrative around the intricacies of curating a collection from start to finish. One of the tactics was to document the process from early morning thrift shopping to cleaning the clothes to editing the collection to placing the patches late into the night to steaming the pieces to distribute during the activation. The second tactic was to create a relationship with the influencers by talking with them one-on-one to discuss the process and have them choose their own piece while taking photos of them with the piece. The third tactic was social media listening to track the visibility of the brand from the activation.