Pacifico Beer
The Hideaway

We were tasked with launching Pacifico’s new brand identity — an identity all about “finding your own way” — at Shaun White’s Snow League competition. To do so, we created The Hideaway: a hidden party. We never released an address, only GPS coordinates.

Anyone who “found their own way “ to the Hideaway was rewarded with custom Pacifico merch, a headline set by Chromeo and a meet and greet with Shaun White.

The Hideaway was so successful, it became Pacifico’s creative platform for all earned media activations, appearing at Bottle Rock music festival and more.

Results: 45 pieces of earned media coverage, 1.59M earned media + social impressions, 5M online impressions

Role: Creative Director