Challenge:
WAY wanted the opportunity to take their movement on the road during the Weeknd’s US tour. The goal was to create a consumer activation at each tour stop that not only introduced fans to WAY but also fostered a deep emotional connection with the brand’s mission: redefining success and learning beyond the traditional systems. The challenge was to design an immersive, engaging experience that resonated with creatives, those with learning differences, and anyone seeking success outside conventional pathways.
Strategy:
We developed an on-tour activation that empowered fans to share “What Inspires You,” capturing personal video testimonials that highlighted individuality, creativity, and real-world achievement. The booth was designed as a visually striking, music-studio-inspired space paying homage to Abel’s career, featuring educational videos with influential figures like Abel, Richard Branson, Iddris Sandu, Killer Mike, and Melissa Proctor. Fans were invited to participate, record their testimonials, and receive their videos directly. The activation included exterior signage and brand ambassadors to guide engagement, with content amplified across WAY’s social channels and integrated into the brand’s Q4 media campaign. Across 35 events, the tour generated 1,813 videos, 4,000+ 1-on-1 consumer interactions, and an average of 52 videos per show, totaling 2.59 hours of rich content nightly.
