In 2018, we took a hammer to the traditional press day format and replaced it with the ACM Pop Up, a multi-day event so memorable that other agencies were quick to ape its creativity and vibe.
For 2019, we went even further with Elements, a three-day event in Shoreditch. Elements featured experimental and engaging brand activations that sought to showcase each brand’s uniqueness in ways that media would remember long after they’d left the event.
To showcase the vision, innovation and responsibility inherent in Snow Peak’s mission, apparel and gear, we explored what it meant to do things the Snow Peak way. Instead of talking about the Vibram Arctic Grip tech on Danner’s boots, we let visitors test it for themselves on a slippery ice terrain simulator. Rather than reading through blurb about Picture Organic Clothing’s recycled fabrics, we invited media to make the materials themselves. And rather than chat about the tech in adidas TERREX’s Free Hiker GTX, we gave guests the shoe’s 35 constituent parts and tasked them with putting it back together.
We also provided some light headspace-clearing relief in the form of a snow art tote bag painting session with regular ACM collaborator RP Roberts.
On the last night, we capped things off with Pin Drop, an invite-only panel discussion in association with mental health charity CALM.
Led by our own Matt Barr, presenter of the Looking Sideways action sports podcast, Pin Drop used music to kickstart an important conversation about emotion, creativity and action sports.
The audience were treated to fascinating insights from the huge industry names on the panel including surfer and musician Lee Ann Curren; snowboarder and artist Schoph; surfer, musician and filmmaker Mickey Smith; and legendary professional snowboarder Nicolas Müller.
It was an inspiring and thought-provoking evening, and an appropriate conclusion to an event that once again challenged convention and sought to break new ground.