Everlane

phone-mock-everlane

Market New York

Walls 1

Duration 4 Weeks

To kick off the holiday season, Everlane invited the public to help paint a massive “100% Human” mural in the heart of Williamsburg. The brand upped the ante by donating $10 to the ACLU for every participant who lent a hand.

 

Colossal produced custom-branded paint buckets, brushes, and stools to create a fully-integrated brand experience at the wall. We brushed the hard-to-reach upper half of the artwork, designed by artist Supermundane, then snapped photos for Everlane to use in email blasts and social posts to help get the word out.

 

Mother Nature threw a curveball by dumping the season’s first heavy snowfall on the morning of the event, but the chilly conditions didn’t deter 359 people from coming out and getting their Picasso on for a good cause.

 

Everlane kept a running stream of Instagram stories documenting the mural coming to life. Their posts, along with bumps from the ACLU, the artist, and the participants, raked in an additional 111 million digital impressions for the campaign.

266, 100
TOTAL CAMPAIGN
OUT OF HOME REACH
10 ,000,000
TOTAL CAMPAIGN
SOCIAL REACH
Everlane paint cans
Painting a mural for Everlane
Supermundane artwork for Everlane
Everlane 100% Human event with the ACLU in Williamsburg
100% human event NYC
100% Human tote bags at Everlane event NYC
Everlane x Colossal in the snow
Taking photos of the 100% Human mural
Event attendees at Everlane x ACLU event
Crowdsourced paint
100% Human artwork by Supermundane