ASOS: Ed Sheeran x For One Night Only

  • Natalie Grover

ASOS collaborated with Wellstock & For One Night Only, an innovative fundraising initiative that will see some of the biggest names in music, entertainment and sport donate their time to create unforgettable experiences that money can’t buy. Fans enter a charity prize draw for a chance to be there. The first For One Night Only event saw international superstar Ed Sheeran perform an intimate gig at London’s Union Chapel in October 2022, in aid of Shout.

As part of awareness, ASOS partnered with For One Night Only to develop a competition to give away 8 pairs of tickets to Instagram followers to be at the first event; a gig with Ed Sheeran.

The Instagram Reels mechanics' for followers;
- Style up an outfit they'd wear to the gig
- Post a video of the outfit to Instagram with the hashtag #ASOSxFONO
To drive awareness of the competition, we also created a TikTok showcasing ASOSers finding out about the competition to drive buzz and traffic through to Instagram.
My role
I led the ideation of the shoot to create the competition Reel featuring an ASOSer. This included ideating the video direction and outfit transitions, briefing the videographer and model, directing the shoot and edit, leading amends, and signing off the content.

I also led the ideation and direction for the TikTok moment, including casting from the business, directing the videographer, leading on any edit amends, signing off the content and crafting caption copy.