INITION’s latest retail experience lets Westfield shoppers ‘go wild’



In partnership with Electrify, we’re extremely proud to launch our latest interactive retail experience for the new male fragrance from Diesel, Only the Brave Wild.


WHAT: Wild Scream Stream Booth
WHERE: Westfield London, Shepherd’s Bush
WHEN: 30th August – 1st September
WHO: Diesel

Debuting at Westfield London on the 30th August and running through to the 1st of September, our ‘Wild Scream Stream Booth’ will take pride of place in the central Atrium. Taking cues from the wider advertising campaign and its tagline ‘are you brave enough to be wild?’, Electrify and INITION have produced a ‘Wild Scream Stream Booth’ to take pride of place in Westfield’s central atrium with a live feed to the Centre Spectacular digital display.

(Scroll down to see the gallery of photos from the event below)

Brave shoppers will enter a booth, where they will face a camera capturing a live feed of themselves in front of a digitally constructed, urban environment. The participants are prompted to ‘unleash their inner animal’ via their loudest possible yell which in turn triggers an urban jungle to grow over the city. The louder the noise, the more the foliage grows, taking over the city. Once complete, participants will don wireless headphones to watch their wild, jungle experience as it’s screened on to Westfield’s huge 13m wide LED screen.

diesel retail experience

The booth will be available for individuals or groups, with competition encouraged to determine who can create the loudest, most animalistic roar. The resulting videos will be sent to participants and social sharing will be encouraged via the hashtag #WildScream. Participants can also upload their wild scream video to YouTube to win Diesel’s Wild Winner of the Week.

Our own Ainsley Henn commented that, “we’re delighted to be working on the OTB Wild launch with Electrify and Diesel, both of whom were keen to take an innovative approach, utilising a unusual interface to create personalised sharable content in what will be a fun, engaging and noisy campaign at Westfield London.”

westfield diesel retail experience

Shaz Smilanksy, CEO and Exec-Creative Director at Electrify added, “at Electrify, we strive not only to deliver high quality immersive brand experiences for our clients and their audiences, but also aim to be unique and push the boundaries of interactive technology and DOOH. We are proud to create a media first, bringing a multi-sensory, augmented reality video experience to Westfield; it’s an approach we believe will achieve great cut-through and deep brand engagement, ultimately bringing a truly memorable and meaningful experience of the Diesel OTB Wild fragrance to the consumer.”

The new fragrance Only The Brave Wild is the third in Diesel’s Only the Brave collection following on from the 2009 original and Only the Brave Tattoo in 2012. Diesel’s Only the Brave Scream Stream Booth will be delighting Westfield London shoppers from 30th August to the 1st September.

  • diesel retail experience
  • diesel retail experience otbw
  • Diesel retail experience westfield inition