Brief: Eventbrite unveiled a new brand identity & a new feature: It-Lists — insider guides to events in your city curated by influencers, cultural tastemakers, and local experts. To bring awareness, we combined two It-Lists into one unforgettable mashup party hosted by Queer Eye’s Antoni Porowski..

Solution: Cheese Rave, where dopamine inducing cheese meets dope ass beats. We transformed a Brooklyn warehouse into an immersive surrealist dreamscape of rhythm and flavor. Guests were met at the door by “cheese pushers” offering “hits” in baggies while inside over 300 pounds of cheese were served at the dispensary, and a massive cheese wheel sculpture in the dance floor shone while seven of NY’s best DJs took the stage.

Results: Tickets sold out within hours, and 500+ cheese ravers came, including a who’s who cast of NYC culinary, music, and nightlife influencers. The event generated over 200 million earned media impressions and an additional 600k organic social shares. The Cheese Rave established Eventbrite as thee place to find unique experiences for whatever weird, wonderful ish you’re into.

Agency: VERB