Wunderkind Launch: Creating a Buzz Down The Rabbit Hole

Launching a new nightclub with ambitions of packing out a 800 capacity space three times a week is no small task. A coming soon flyer won't quite cut it. Ahead of the opening of Cairo's new Alice in Wonderland inspired super club Wunderkind MO4 Network conceptualised an other worldly surrealist photoshoot to promote the essence of the venue before launch. Instead of utilizing the typical model types, we gathered 14 of Cairo's coolest, alternative crowd from a variety of different fields - from musicians and writers to entrepreneurs and promoters Some of whom had the social media numbers needed to make an impact, and some who had the personalities to give the campaign more than a smattering of integrity. 

The photoshoot was rolled out on the Wunderkind Instagram page in a customized pattern, the first thing people saw when the Wunderkind 'models' started posting and directing people to the page. Each posted using the hashtag #IAmAWunderkind, mentioning the account.
@wunderkindeg instagram teaser feed

Project by @mo4network 
Produced by #MO4Productions and filmed in the #MO4Studios
Art Direction: @malakelsawi 
Cinematography by @Muhamed_Daoud
Video editing: @ahmd3ly
VFX: @IslmMzhr
Coloring: @Mustafa.m.nabih
Photography: @najpictures
Photo Editing: @salama.jr
Styling: @ahmednnabil
MUA: @kikibeautique
Hair: @toibeautysalon
Wardrobe: @villababoushka

The Wunderkind launch was a full 360 in-house media operation. The photoshoot initially was published on CairoScene to further build excitement before the main event where MO4 PR handpicked and invited the 800 names for the guestlist. On the day CairoZoom's cameras were there to fuel all the live content, releasing the customary CairoZoom album within 48 hours and the coverage video shortly after.

Within its first five days, the @WunderkindEG Instagram page grew to more than 7,000 followers.