Blank Canvas
The bag designed by 22,000 students.
Story
ASOS wanted to grow brand affinity and penetration among students globally. But students are notoriously difficult to win over through traditional marketing. They value self-expression, trust their peers more than brands, and are quick to reject anything that feels manufactured.
Rather than telling students what was fashionable, ASOS gave them the opportunity to help create it.
Action
A converted UPS truck pulled up at freshers fairs worldwide, and students were invited to design a bag for the chance to win a place at ASOS HQ design workshops, a creative grant, and their bag sold on the site. The mechanic made the prize feel real and attainable - not a voucher, but a genuine creative platform.
Students voted on submitted designs, turning the competition into a community moment that extended well beyond the truck itself. 780K+ votes were cast across the campaign, giving the activation an online life that amplified what happened on the ground.
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