Heineken Canada enlisted three renowned street artists to participate in Heineken City Canvas: Jimmy Chiale, 'Hey Apathy!,' and 'Whatisadam.' The party will take place in Toronto's Underpass Park.
At the event, the artists will finish up a streetcar replica and will be joined by a Heineken contest winner. The final product will produce three different streetcar wraps that will be put in place for eight weeks.The celebration will be filmed to be used on social media and other ad efforts.
Brand activations can leave lasting memories on consumers. They allows for companies to tailor their campaigns by weaving the lifestyle and interests of their target market into it. This is precisely what Heineken is attempting to do with its City Canvas party involving street artists. It has created an event that embraces metropolitan Millennial men.