The number
A vanity number whose last four digits spell ASAP. Every call played a recorded message from the campaign, then texted the caller the details.
Work
CASE STUDY
PUMA × A$AP Rocky
To launch the Suede ’94, A$AP Rocky and PUMA opened Lucky Dragon for one night in Chinatown. It started with a phone number. Working with WIGZ, we built the line, the guest list and the tickets behind it.
THE PRODUCTION
A one-night pop-up, found through a fortune cookie.
A phone number was wheatpasted across the city and tucked inside fortune cookies. Call it, and the invite came back by text. Then, days before the doors opened, the city began requiring RSVP lists for events, and the invite had to become a ticket.
WHAT WE BUILT
A phone line, a guest list and a front door.
Built with WIGZ against a fixed launch date, then extended in three days when the rules changed.
LUCKY DRAGON
Yo! You cracked the cookie.
A$AP Rocky x PUMA.
LUCKY DRAGON.
July 15, 4-8PM.
25 Pell St, Chinatown NYC.
One night only.
New PUMA Suedes before the world gets 'em. Pull up hungry. Grab a fortune cookie - some win real prizes.
Tell the right ones.
Don't be late. Don't be dumb.
The text-back
The invite arrived by text, in the campaign's own voice: the date, the address and a reminder to tell the right ones.
RSVPs
A branded RSVP page in the campaign's look, up in three days, with an age check and one pair per guest.
Tickets
Confirmed guests got a QR ticket with the time and place, sent from the campaign's own domain.
THE NIGHT
- Client
- PUMA × A$AP Rocky
- Partner
- WIGZ
- Call-in line, RSVP and ticketing
- Vowel Labs
- Photography
- Rommel Demano, BFA, and Sophie Hur, courtesy of PUMA