RUN FOR THE OCEANS

SANTA MONICA, CA

THE SETUP

In 2015 Adidas partnered with Parley – an organization that works toward ocean sustainability through action and education. Together, they began reclaiming ocean plastics and upcycling them to make clothing and sneakers. Each Adidas x Parley pair of sneakers made intercepts 11 plastic bottles from ending up in the ocean.

June 8th, 2018 was World Ocean Day and Adidas wanted to do something to publicize the Parley partnership, the upcycled product line, and a digital fundraising running campaign to go along with their ocean sustainability efforts.

Blue and white yarn art installation blowing in the wind in Santa Monica

STRATEGIC APPROACH

Adidas and The Pineapple Agency decided that one of the best ways to draw attention to this wonderful cause and partnership was to commission an experiential piece of art on a high traffic location near the ocean. Pineapple and Adidas concluded that the famous Santa Monica Pier would be the perfect place due to its high foot traffic and proximity to the beach.

EXECUTION

The Pineapple Agency secured the location and went onto step two: finding an impactful artist to create a piece that would stop people in their tracks. They chose Eric Rieger known professionally as HOT TEA, an artist famous for his innovative yarn work. For Adidas and Parley, Rieger wanted to do something unique that would bring to mind the beauty of the ocean.

For his piece, he assembled strands of yarn in various shades of blue and white in a gradient from a large metal rig. When the wind blew the yarn ebbed and flowed like the waves of the ocean.

Throughout the three day activation, Thousands of people interacted with the piece. The unique nature of the art propelled people to step off main drag of the pier, and towards the installation. Subsequently, many became interested in the cause, registering for the digital fundraiser and posting photos with the hashtags #runfortheocean and #adidasxparley on social media.

RESULTS

1,000’s of live interactions

900,000 runners in the Run for the Ocean fundraiser

12 million km covered

750 pounds of yarn used to create art installation

 

#DRONEDROP

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#DRONEDROP

SAN FRANCISCO, CA

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THE SETUP

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In a product category saturated with over-the-top advertising, Under Armour wanted to do something that would separate them from the pack. They wanted an activation that was futuristic, awe-inspiring, and that had never been done before - something that would catapult the new Steph Curry sneakers to the forefront of the consumer’s minds.

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STRATEGIC APPROACH

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The Pineapple Agency decided that utilizing drones would create the buzz that Under Armour was looking for. TPA partnered with the top drone pilots in the country and came up with a plan for a digital scavenger hunt that would deliver limited edition Curry 4 sneakers directly to the consumer’s feet.

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EXECUTION

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On a wildly windy day in December The Pineapple Agency launched ten drones off a yacht in the San Francisco Bay. The yacht rocked and weaved as the drones took off into the air carrying sneakers. Meanwhile, fans took to our custom digital platform to uncover the hidden drop zones that were sprinkled throughout the San Francisco area. Guests arrived at the drop zones to place their sneaker orders on iPads that sat in custom branded phone booths. Within minutes the sneakers rounded the horizon and the drones dropped the sneakers directly to the fan.

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RESULTS

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16,000,000 social media impressions

119,000,000 media impressions

30 pairs of sneakers delivered

25,000 emails captured

2500 fans at landing zones

Won Gold at EX Awards

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WE'D LOVE TO HEAR FROM YOU

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FRESH COAT MURAL FESTIVAL

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FRESH COAT MURAL FESTIVAL

LOS ANGELES, CA

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THE SETUP

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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.

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STRATEGIC APPROACH

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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.

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EXECUTION

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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.

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RESULTS

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7500 attendees

22,000 cans of Hansen's soda given away

300,000+ social media impressions

 
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WE'D LOVE TO HEAR FROM YOU

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WE’D LOVE TO HEAR FROM YOU