React to Film - Gradient | Experiential Marketing
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RTF

Creating a Fun Atmosphere

to Highlight a Serious Organization

Challenge

Gradient was proud to partner with non-profit React To Film to produce an event that would bring together young friends of the cause and encourage their involvement. Together, we devised an engaging concept for the core demographic that would raise awareness of the important work done by React to Film.

Solution

A Youthful Party with a Unique Dress Code

To fit the organization and its core identity, we chose a cool, underground venue, Livestream Public in Brooklyn, and created a special and edgy atmosphere. A select group of supporters were welcomed to enjoy a special private dinner in the space before it was completely cleared out for an all-out, sneakers-only dance party. Famous graffiti artist Boykong spent several days painting the walls inside the venue with powerful glow-in-the-dark graffiti murals to give the venue a unique rave feel. Featuring entertainment from up and coming Brooklyn and Manhattan DJs, guests danced while viewing Boykong live-painting a piece on a neighboring building.

Results

Getting noticed in the jaded New York social scene is no easy feat, but the unexpected fun and young vibe and the shareability of multiple experiences within the event allowed for stronger social media presence than targeted.