ACM Pop Up

#ACM092 Communication Content Misc Strategy

Team ACM

It's that time of year again. Once again, Team ACM packed up our kit and headed to London to showcase the latest collections from our growing stable of clients for our annual #ACMPressDay... only this year we decided to do things a little differently. 

Introducing #ACMPopUp. A four-day, activity-packed event that brought together product demos, collection previews, speaker evenings, gifting and networking, all while showcasing the latest AW collections from Adidas TERREX, Arc’teryx, Danner, Finisterre, Picture, Jones Snowboards, the Snowboard Asylum, Dragon Alliance, and Pacsafe. With event sponsorship from our friends at Mizu, the entire event was plastic-free.

Each day, we invited journalists, influencers and other interested parties from a range of media including lifestyle, winter sport, outdoor, travel, active and tech to come and view our clients' key AW18/19 stories. Highlight attendees included Monocle, the Times, Evening Standard, The Guardian, Metro and Easyjet Traveller. 

Each evening, we held carefully-curated discussions on two of the issues currently preoccupying the industry - single-use plastic, and the representation of women in action sports, with guests invited to attend in person on-site and off-site through simultaneous broadcasts on Facebook Live. Our guest speakers were chosen for their relevance and passion, with discussion around the Plastic Problem led by Hugo Tagholm, CEO of Surfers Against Sewage, environmental journalist Lucy Siegle and ocean advocate Emily Penn.

The beautiful collaborative artwork created by RP Roberts with the help of ACM Pop UP guests throughout the week.

Panellists discussing Women in Action Sports were Programme Manager for GB Park & Pipe Lesley McKenna, surfer and environmentalist Sophie Hellyer, and downhill mountain bike world champion Manon Carpenter. At the helm was our old pal, journalist Sam Haddad. Both evenings were a huge success, while our Facebook Live media partnerships with MPORA and Cooler helped a further 11,000 viewers (and counting) join in through Facebook Live. 

As if all that wasn't enough, we were also privileged to have renowned artist RP Roberts (Jones Snowboards) in attendance throughout the week, who worked tirelessly on a collaborative live art installation (pictured), which involved everyone through the door throughout the week. RP also custom-painted a unique Hovercraft board from our clients Jones Snowboards, which we're raffling to help raise cash for a cause close to our heart - the Wave Project. Head to our Justgiving page for your chance to get your hands on this absolute masterpiece. 

Photography by Hamish Duncan. Huge thanks to all our clients, friends and indstry buddies who supported us throughout the week. See you next year!