To celebrate the partnership between Keds and the Whitney Museum of Art, we created a fully integrated, digital and experiential campaign that highlighted creativity in all of its many forms- from world-renowned artists to art students to everyday consumers.

We took over six windows at Bloomingdale’s NYC flagship location and created an interactive stage that highlighted all components of the KedsxWhitney partnership and celebrated the American creative spirit. 

The Keds windows showcased the limited edition product series by famed artist Jenny Holzer (sold exclusively at Bloomingdale’s) and spotlighted the musical performers at the WhitneyLive concert series.

Extending the creative spirit, a contest was held to award 3 Master of Fine Arts students the opportunity to collaborate live in the Keds windows for two weeks. The resulting Works on Canvas program winners were selected by an expert panel from Keds, Whitney Museum, and Bloomingdale’s and in turn transformed over 20 pieces of “blank canvas” to express their creative possibilities.

To raise awareness and engage passersby, a 6-foot multi-video panel was erected detailing the rich Keds brand history, celebrating the last century of culture, and inspiring our target for today and tomorrow. Also, two interactive touchscreen-based customization centers allowed consumers to show off their individual style by designing their own custom Keds sneakers right in the window. Plus they had the option to save their design to continue and purchase at home. This touchscreen brought the Design Tool technology we created for the Keds brand to a whole new level of consumer experience.

The program was documented daily through an online blog that featured photos, a live stream of the Works on Canvas art installation, artist interviews, chronicles of all WhitneyLive band performances, gallery of saved custom Keds, and limited edition product series information. The partnership was further extended into social media via Facebook, Twitter, and Foursquare.

Results 
2,500+ interactions at the touchscreen customization centers
500+ custom sneaker designs
7,700+ unique visitors to KedsWhitney Blog 
15,000+ pageviews