Challenge: Reframe dairy-free as crave-worthy for Zillennial fans through an immersive festival experience to drive trial, discovery, and connection.

Insight: Lollapalooza is one of the world’s premier destination festivals, attracting a massive Zillennial audience eager for discovery across music, fashion, and food culture.

Creative Platform: Dairy-Free Your Mind

Activation: The Pint of No Return. An integrated approach to Lollapalooza introduced So Delicious to Zillennials, building an emotional connection. The lead up to the festival included a sweepstakes in partnership with Kroger, that launched interactive content and anticipation. Festival fans stepped into an immersive, multi-sensory journey that blended flavor, fun, and culture — from interactive elements to indulgent scoops. The experience extended beyond the festival grounds through influencers, media, and social amplification.

My Role: As the creative lead on this project I over saw every aspect of the creative–from the animation and music creation, as well as choosing our external partners, and managing multiple parallel work streams. At every level we upsold the brief, i.e. from a mere quiz on the website to custom flavor animations with custom tracks that could be leveraged at multiple touch points in the activation, a testament to the importance of creative foresight. As a designer I designed the UI for the quiz, as an art director I worked with the writers and animators to develop the animations, later in the process I storyboarded various video cuts for social content. None of it possible without incredible internal and external creative partners and a brand team who trusted us along the way.

Results: From sweepstakes to attendance, to sampling, organic social engagement and PR, The Pint of No Return proved to be a great success outperforming every metric for SoDelicious.