John Reed Experience

The John Reed Experience was a unique marketing activation I curated as part of my brand management consultation for John Reed. The idea was to fuse the brand’s core values of training, lifestyle, design and music into a weekend long event that could be experienced by members from all JR clubs around the world.

Out of the over 1000 applications, 50 were shortlisted, and invited to an action packed weekend in Berlin. The weekend itinerary involved a lot of training and partying but also cultural activities. Some members were even selected to become the new campaign faces of JR and were photographed by the well-known photographer Vitali Gelwich. The JR experience was a great success and has been the most successful event in the brands history, it truly established the excitement and ‘not what you expect’ angle of the brand, as well as churning out a wealth of amazing social content, and a strong campaign which reached millions.

I conceptualized and oversaw the whole project from the initial call to action for members to apply up until the final campaign 6 months later, leading the entire project and team.