By collaborating with highly respected street artist Kinsey, this piece of communication takes on a higher level of legitimacy and credibility that is recognized by the demographic. In addition, the breathtaking size of the executions and the fact that they incorporate a real truck captures people’s attention and encourages them to engage.

Using a budget originally allocated to only cover the production of two print ads, we managed to generate two out-of-home spectaculars, a live event, an online documentary and two print ads. By partnering with a highly respected street artist and keeping the executions authentic to his style, we were able to leverage his credibility with the demographic.