Asos is working with student marketing agency Seed Marketing on the Blank Canvas tour, which will be activated during major student events at Italian universities in key cities such as Rome, Turin and Milan from 8-19 May. The tour has already visited the UK, Germany, France, the US and Australia.
The brand used the tour to inspire students across the globe to express themselves, allowing guests to design their own tote bag or choose from 10 limited edition designs from artists around the world. Those who opted to design their own were then encouraged to to submit them into a national peer-voted design competition with a chance of winning Asos mentorship, a creative grant of £5,000 and having their bag sold on the Asos website. Agency YR Live worked with Seed and Asos to execute the printing activation.
In a branded and converted 1950s UPS truck, the brand has visited major student events across the globe, with its final stop taking place next month in Italy.
For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.
Comment below to let us know what you think.