District 5ive The Last Time Tour Release
Objective: To educate fans on the history of my 90's inspired brand and give them one last capsule.
We had to take them back. As a lot of people that had followed the accounted, didn't know the origins.
BACKGROUND
District 5ive is a 90s-inspired streetwear label that I started back in 2013, as a way to pay homage to where I drew my inspirations from but also as a way to join the culture I was slowly becoming obsessed(in a positive way) with.
After my career took me around the world for work, D5 fell down the pecking order in my hierarchy. I occasionally posted content but regularly received emails and DM’s from my community all over the world, asking if there was going to be any more.
So, I decided why not and came up with The Last Time capsule.
If you are Australian, it’s more than likely you’ve heard of John Farnham’s never-ending, Last Time tour. If you are not Australian, he’s a national legend that I appreciate a lot more than anybody else in my age bracket. I decided this was a great cultural reference that also left doors open for District 5ive to live on.
Over the years, the follower count kept (slowly) creeping, so I knew there were a lot of followers who weren’t around in the beginning, so for this to be done well, I needed to educate the new followers and also remind the day ones, why I started this in the first place.
“What I loved the most about my District 5ive journey was that I created the brand for me and it was amazing to see how much District 5ive resonated with people. Over the past 6 years, I built a following and community who were always sharing content and extremely engaged. I believe the strength of this community is summed up by the fact the Last Time Tour Capsule, sold out within 2 hours.”
EXECUTION
Due to the never-ending pandemic and lockdowns in Melbourne, I was limited on how we could shoot it. My original plan was to hire an iconic local music venue but this was quickly ruled out.
I knew this campaign needed to feel authentic to the 90s era.
Considering the social content I posted and also how influential pop culture was with this brand, I created a collage of the muses, which would then feature as the background for this release.
RESULT
The strategy to go back to square one and treat everybody like a new follower was not only successful in building engagement but also gained a lot of followers. The community which was already engaged, expanded and bought in even more. During the release period, my followers went up 20% and engagement rose by 30%.
The capsule sold out in less than two hours globally, and also created a pre-ordered waiting list for the next one - if there is one.
CLIENT
Personal brand,
District 5ive
SERVICES
Creative Direction
Styling
Graphic Design
Art Direction
