Winner Flash mob

Winner Flash Mob Brief

Objective:

As a first-time participant at the London Affiliate Conference (CAC), Winner.com wanted to make a bold statement and capture immediate attention.

"We wanted to make a lasting impact by bursting onto the conference floor with 60 dancers to an upbeat soundtrack," explained Ofri Noier, Marketing Manager at Winner.

The challenge was clear: they needed an experienced choreographer who could bring this vision to life in an unforgettable way.

Implementation:

Flash mobs—surprising, high-energy performances that emerge in public spaces—have become a global sensation, attracting millions of views on platforms like YouTube. Winner sought to leverage this phenomenon to generate buzz at the conference.

International Creative Director and Choreographer Kwame Knight was brought on to bring the vision to life.

His task was to choreograph a dynamic 10-minute flash mob performance featuring 60 dancers, all seamlessly synchronizing to an upbeat soundtrack in the heart of the Winner.com convention.

Kwame carefully selected the music, choosing a track to gradually build intensity, and designed a routine that mirrored this progression.

The performance began with two dancers, then expanded to four, followed by six, and culminated in all 60 dancers executing the routine in perfect harmony.

This gradual build-up created a thrilling, unexpected climax that left onlookers stunned.

Kwame's expert choreography, combined with his experience managing large-scale productions, ensured the performance's success.

The flash mob was executed flawlessly, capturing the attention of conference attendees and solidifying Winner’s presence at the event.

Once again, Kwame demonstrated his ability to handle complex projects easily, delivering a remarkable result that exceeded expectations.