FRESH COAT MURAL FESTIVAL
LOS ANGELES, CA
Hansen’s soda is all about individuality. In a market filled with high fructose corn syrup and other synthetic sweeteners Hansons uses 100% real cane sugar. To celebrate the uniqueness of the Hansen’s brand and creativity or their flavors, Hansen’s along with LRXD wanted to host an event in downtown Los Angeles that would encourage creativity, individuality, and community.
After many strategic sessions, the idea for the first ever Fresh Coat Mural Festival was born. The event would be a free one-day festival in the downtown LA Art District for people of all ages to come eat, drink, and enjoy live music and art. We hoped that immersing people in the festival would encourage them to embody the Hansen’s brand and to #findtheiroriginal.
The Pineapple Agency located the perfect block in DTLA and began the complicated and time consuming process of permitting through the city. We then curated the music and street art line-up, booking five national acts including RJD2, Poolside, and Viceroy and 12 of the top most influential graffiti artists in the world to paint murals for the festival.
We also partnered with Food Beast to curate finger-licking food truck selection. Each food truck incorporated a different Hansen’s flavor into their special dishes.
We fabricated custom art installations, a one of the kind “Hansen’s House” lounge for participants to relax in, and branded yard games throughout the block. The festival was an amazing way for Hansen’s soda to give back to their loyal fans and bring the community together.
22,000 cans of Hansen’s soda given away
300,000+ social media impressions