How do you get people talking about a brand experience before it officially launches?
For our client AIRLAB, it started with a white Airstream trailer parked in SoHo.
No artwork. No explanation. Just enough intrigue to make people stop, take a photo, and ask questions.
A few days later, the answer revealed itself at CART Department's Free Parking, where artists from across New York spent the weekend transforming the trailer into a one-of-a-kind piece. Every hour it looked different. New layers appeared. Fresh conversations started.
What made this project special was the journey. Some people discovered the trailer in SoHo. Others watched the artwork develop in real time. Others experienced it for the first time at the public exhibition.
As Bob Wheeler, President and CEO of Airstream, shared in the official announcement, "Airstream has always been about more than travel. The Airstream lifestyle provides a way to see the world through another lens."
Huge congratulations to AIRLAB and the artists who brought Make Your Mark to life. We're proud to have helped tell the story and capture the experience along the way.
💡Learn more about the thinking behind the activation and AIRLAB's vision on PR Newswire here.
Featured Image: Airstream