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It is already an old saying that the worlds of advertising and fashion go hand in hand, since creativity is the driving force of both. On the other hand, it is surprising that an advertising agency would launch a campaign recruiting creatives at a large-scale shoe fair. Visitors can expect this at the Sneakerness festival, which will be held for the first time this year.
There is so much hype surrounding the event in the Hungarian sneaker community that those involved have been eagerly waiting for it for months. If you don't know why this special "shoe expo" is such a big number, then you most likely do not belong to the target audience, but it doesn't hurt to know about it.
After Milan, London, Amsterdam, Zurich and Cologne, Sneakerness is coming to Budapest in November 2023, brought by Trunk Tamás Dablty to Hungarian sneaker fans. The festival is apparently about high-value shoes, but this is not necessarily the case, as vintage or limited edition sneakers are also part of the streetwear culture, so they will also be visible and available for purchase at the festival.
Everything is understandable so far. There is a European sneaker festival that is already attracting huge crowds in several countries, and the huge interest can already be seen from the sale of pre-purchased tickets. But how is the Hungarian advertising agency Lounge Group connected to the event? In all aspects, creativity is the answer.
The lack of supply of creative professionals is not only a problem in the domestic market, but also a global problem in the advertising industry.
The agency recognized that the sneaker community is an extremely diverse culture where the worlds of sports, art, fashion and music meet. And these subcultures are brought together by two things: shoes and creativity. The advertising industry serves as a similar melting pot, as diversity can be discovered there as well: musicians, athletes, and artists create creative campaigns every day. This is how they drew a parallel between the worlds of sneakerheads and advertisers. The question almost arises, why shouldn't the creative professionals of the future be found within such a diverse culture?
The Lounge Group's " SneakPeek" activity gives applicants the opportunity to taste a world where they can bring brands to life and, by developing their creativity, show how successful they would be as professionals in an advertising agency after pre-registration. Applicants can compete for valuable prizes and the winning couple will also receive an internship offer from the agency.
The competition is quite realistic and presents future creatives with a real task. After the application, the organizers will draw random pairs. The pairs will work in teams on a pre-developed fictitious brief. The staff of the Lounge Group revealed that the topic is closely related to Sneakerness, but they did not reveal details, only adding that they are interested in the creativity, thinking and ideas of the contestants, so there will be no restrictions. If the pairs get stuck during the brainstorming process, they have the opportunity to ask for expert help for a few minutes. Then the creatives of the agency jump in and provide them with help to guide them towards the solution as quickly as possible. Each pair will have 90 minutes to develop their ideas.
This activity brings the sneaker community and the advertising industry one step closer to each other.
The Lounge Group will also provide other interesting things at the event, but you can read more about everything on the website sneakpeek.lounge.hu .
(Source: Editorial)
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