2018 marks 50 years since the release of Johnny Cash’s unparalleled album, At Folsom Prison.
The weight of the legacy that Cash left behind when he passed away in 2003 continues to echo across all corners of the world - and in February, skate and lifestyle brand Diamond Supply Co. pays homage to the Man in Black by collaborating on a capsule collection.
As a contracted full-service creative agency, Arch Enemies were tasked with creating an impact around the launch of the new product range.
To appeal to opinion-leading consumers in influential sub-cultures we needed to bring Diamond closer to relevant and contemporary musical and artistical talent - and therefore conceived an intimate launch event that would allow the brand to connect with trend-leading audiences not only in skate and youth culture, but also music, culture, arts and fashion.
Confirming several high-profile UK bands to perform their own interpretation of the late musician’s classic tracks, and an invite-only guestlist of powerful media personalities and celebrity/VIP influencers, we were able to help secure media coverage and influencer-generated content in the lead-up to the product release.
To drive buzz and grow brand awareness, prior to the event we also produced 2 short films with the artists, directed by an emerging film maker, which were seeded out by a heavyweight international PR campaign, as well as Artist, Diamond and partner channels.
The event was highly successful and many items of the collection sold out in the days following the launch.
