🧀 🪩 Dance Till The World Melts At Eventbrite’s Cheese Rave 🪩 🧀
Background: Eventbrite unveiled a new brand identity AND launched a new consumer app to turn event discovery into an experience of its own with the introduction of a new product feature: It-Lists — an insider guide to events in your city, curated by cultural tastemakers, influencers, and local experts.
Objective: Reintroduce Eventbrite to the world and announce the creation of It-Lists by delivering a rich brand experience that drives affinity with “Butterflies” — the most influential people within their respective friend groups.
Execution: We combined two It-Lists into one unforgettable mashup party: Eventbrite’s Cheese Rave — where dopamine-inducing cheese collides with dope-ass beats.
🧀 🪩 Case Study 🪩🧀
Cheese Rave
It-List Authors
Rachel, The Carboholic’s “Indulge Your Inner Cheese Lover”
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Niyah Badass’ “DJ Approved Dance Party”
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Hosted by Queer Eye’s Antoni Porowski, who created his own It-List “Go Beyond The Plate”
“You made lots of
bold choices for this party…
And every single one of them was right.”
- Antoni Porowski to me while we talked about making Cheese Rave a reality. Can’t say enough nice things about him. He’s exactly who you think he is and such a lovely human.
Influencers
A who’s who cast of NYC culinary, music, and nightlife Influencers promoted and attended the Cheese Rave driving up attendance and social media impressions.
More Influencers In Attendance: Chew York City (Ella Kahan), Kat Korri, Kat Yung, Elizabeth Fowler (Beth), Xtine, Tennis Roll and Tea (Samantha), Quesoscorpio
DJ Lineup: Niyah Badass, Quiana Parks, Wev, Odalys, DJ Moma, Jubilee, & Swami Sound
Partners: Metro Cheese Club, Eastern District, & NY Mac Truck
💊Cheese Is A Drug 💊
It was gouda vibes only because cheese contains a protein called casein which triggers dopamine, the feel-good hormone. And it’s also mildly addictive…
THE HARDER YOU PARTY,
THE TASTIER CHEESE GETS
Its science. Music changes cheese* — with bigger beats
producing stronger flavors and aromas.
*Research was conducted by food science nerds at Bern University of Arts (Switzerland) + ZHAW Food Perception Research Group
Party Pics!
There’s honestly too many good ones to choose from.
Cheese Rave Features
How we created an immersive surrealist dreamscape of rhythm & flavor.
The Den - lounge area for eating, drinking, and learning about Eventbrite It-Lists
Rave Posters - with QR codes linking to It-Lists, so guests could book their next Eventbrite experience
Hero Rave Cheese Pedestal - 8-ft tall with spinning wheel of cheese mounted on top
The Team
Agency: VERB
Cofounder: Shannon Simpson Jones | Cofounder: Yadira N Harrison
Head of Creative: Kindra Meyer
Creative Director, AD: Aimee Brodbeck | Creative Director, CW: Nate Totten
Art Director: Rick Pomer | Art Director: Hannah Gilbertson
Content, Influencer, & Vibe Producer: Fab Roc
Head of Production: Chris Bannon | Senior Producer: Taylor Jubanowsky
Head of Accounts: Pauline Cronin | Account Lead: Dominique Woods
Associate Producer: Evan Despian | Associate Producer: Angel Santana | Creative Producer: Ashley Bermudez
Head of Guest Experience: Isaac Norbe | Guest Experience Producer: Lou Becker
Project Manager: Mason Drastal
Videographer/Editor: Lionel T Djaowe | Photographer: Stephanie Gaweda | DigiTech: Karl Ferguson Jr.
Client: Eventbrite
Chief Marketing Office: Sam Wu | Chief Communications Office: Lauren Davis
VP, Brand Marketing: Ayni Raimondi Vienna | Director of Brand Marketing: Jessie Young
Head of Community: Roseli Ilano | Senior Director, Head of Consumer & Product Communications: Viviana Wiewall
Senior Brand Marketing Manager: Eloise Porter | Senior PR Specialist: Page Dudley
Head of Social Media/Influencer Marketing: Sophia Vershbow | Brand Project Manager: Tess Lenk
Creative, Design Director: Felix Roos | Creative Director, Copy: Alex Spunt
PR Agency: Weber Shandwick
Senior Vice President: Isabelle Arnold | Vice President: Shea Gilliam
Director: Kaley Marie | Manager, Influencer: Ashlyn Doyle