Studio Hangloose

In order to make official the technical partnership between Virgin Active and Nike, Hangloose created a communication strategy comprising of several steps based around one single creative concept: a wedding.

Teaser: three young “soon-to-be-wedded” couples travelled around Rome celebrating with passer-bys their immanent nuptials. The street marketing activity was undertaken over a period of three days and saw the most “in” parts of the city invaded all the way to Ostia, the location for the closing event. The future wedded couples took photos of their celebrations and invited people to view themselves on various social networks, such as MySpace, Facebook and Flickr, where it was possible to download an invitation for the final event: the Wedding of the Year

Final event: after having created a buzz surrounding the date of the wedding, the three couples presented themselves at a party, held in the Virgin Active fitness centre at Ostia, for the official presentation of the technical partnership between Virgin Active and Nike and the new techniques of the centre’s trainers and staff. Afterwards a private party was held at the nearby Corallo Beach where the wedding was finally held, bouquet throwing and all! Watch the video on youtube