This year’s On Blackheath festival hosted The iD Zone: an installation presented by iD Mobile, the new 4G mobile network and created by photo experience agency, The Flash Pack. The design of the activation embodied iD Mobile’s bold and colourful branding and was inspired by a GQ editorial shoot, shot by Paolo Kudacki and featuring Pharrell Williams.
The iD Zone was located in prime position next to the main stage and encouraged festival goers to create their own 3D photo using The Flash Pack’s innovative photographic technology: The Freezus Curve. The photo shoot took place in front of a minimal set, complete with block colour props.
With an emphasis on creativity, interaction and individuality, the experience produced unique and immersive content. Once their photo shoot was complete, the participants were encouraged to share their image to Facebook, Twitter, Instagram or by email with preset copy that included the event’s hashtag #doyourownthing. They were also presented with a branded print to take home. The best content shared over the weekend won a goodie bag that included iD goodies and a Samsung tablet.
The activation also proved a huge hit with social influencers such as Archie Madekwe (Channel 4’s Fresh Meat), AJ Odudu (Presenter for 4Music & ITV2), Sasha Keable (Singer & Songwriter), Natasha Ndlovu (Model & Influencer), Cobbie Yates (Stylist) and Ashley Hallett (Model Casting Director) who all headed down to the festival to experience the iD Zone.