Since being “lit up’ in January this year, experiential agency Tinderbox has produced several “hot’ events including the glamorous Huawei Awards Function held at the Sandton Sun and Nike’s inaugural Run Free. Run Jozi 10km night run through Johannesburg on Human Rights Day.
“Nike’s inaugural Run Free. Run Jozi is a good example of how the client’s vision was successfully interpreted and made concrete for over 2,000 eager runners, their supporters, the people of Jozi and the media.
“A collaboration of specialist agencies, under the lead of M & C Saatchi Abel and including Tinderbox, produced this pioneering and innovative Nike brand affinity project that sparked interest countrywide and flamed social media buzz,’ says Dom Smith of Tinderbox.
He points out that integral to the event were the “pledge-and-photo’ booths in the Nike Pledge House, which captured runners making their pledges to take back the streets.
“Successfully processing the runners through our booths and then uploading these to the big screen incorporating a twitter feed, as well as to the Run Jozi Facebook page, was no mean feat, but it ran smoothly.
“Tinderbox also built the impressive Nike store front sets in which live mannequin models entertained the crowd with a retail theatre production while modeling the latest cool range of Nike running gear,’ comments Smith.
With over a decade of set building, brand activations and eventing experience, including five years at Provantage Events as managing director, Smith has also worked on events that made it into the Guinness Book of World Records – the LG Giant Cricket Bat 2003, the Kellogg’s Big Bowl & the World’s Largest Aids Awareness Ribbon for Khomanani.
