This academic year 2016-2017, ASOS briefed student marketing specialists Seed to create a personalised Back to School experience for students across Europe, Australia and the US with the aim of establishing ASOS as the number one destination for fashion loving students.
ASOS Blank Canvas was designed to champion creativity and individuality, inspiring students across the world to express themselves. Incorporating both an experiential tour and a digital platform, the campaign supported and elevated individuality by allowing students to design their own tote bag or choose from 10 limited edition designs from artists around the world.
Students who chose to design their own were encouraged to submit them into a national peer-voted design competition with a chance of winning ASOS mentorship, a creative grant of £5k and their bag sold on ASOS.
Those who preferred not to design their own bags could choose to receive a pre-made, limited edition design from 10 hand-picked artists, selected by ASOS with the aim of supporting up and coming talent around the world.
On the ground, the campaign was delivered on a local level with a campus tour that has so far taken place in the UK, Germany, France, the US and Australia and Italy yet to take place. At Freshers Fairs and other major campus events across the world, students designed their on-campus essential with the help of our ASOS branded and converted 1950’s UPS truck.
As an incentive to get creative and submit or pick a design, all students that get involved with the activation signed up to ASOS for their ongoing 10% student discount on all ASOS products.
Seed were behind all elements of the campaign including strategy, insight and execution. Design and print agency, YR Live, supplied the printing technology.