Cannes Lions

VICELAND BUS

VICELAND, New York / VICELAND / 2018

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Overview

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Credits

Overview

Description

We decided to bring the VICELAND party wherever we went, so we put it on wheels. A 1992 school bus was completely gutted and refurbished - complete with DJ booth, couches, refrigerator and freezer, karaoke machine, disco lights, and fake weed plants. The outside of the bus is skinned, and thus completely brandable so we can easily change it for different executions.

Execution

At each industry event, the bus is stationed at a set location, communicated via socials and its own website: vicelandb.us. Surrounding the bus with astroturf, white lounge furniture, and bowls filled with white branded VICELAND swag, the bus is the focal point of the activation. Consumers line up to get their turn to party on the bus, dance to music played by our curated DJ lineup, help themselves to swag displayed all over the bus, and enjoy beverages prepared for them by our brand ambassadors.

The bus also serves as a mobile billboard, driving through the streets of NYC, LA, and Miami.

The bus is used as a vehicle for communication, attending three marches throughout the US including the Women’s March on Washington and The March For Our Lives, also serving as a production hub for the VICE crew on the ground covering the events, branded with powerful messaging.

Outcome

The VICELAND bus has its own instagram with almost 48K followers, with many consumers asking when the bus will be making it way to their town. Lines form to get on the bus as soon as doors are open. Cars honk when they see it on the street. People approach the driver to ask where the bus is going next.

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