LIB is a different kind of festival – both a “for good, for profit” experience and a multi-pillar event that combines food, music, art, and learning to celebrate the way life is meant to be lived. LIB’s assignment for us was to articulate the brand in a way that communicated what it was and what it stood for. Co-founded by Tony Hsieh of Zappos and Rehan Choudhry, the festival became an instant success in its first year.
Artists including The Weeknd, Lionel Ritchie, Imagine Dragons, The Killers, and more performed the year
CB developed brand positioning for the master brand and led marketing efforts for the festival as AOR – including media, PR, grassroots, digital, social, and strategic media partnerships.
500% increase in social following, 261MM impressions, and nearly $1.2MM in ticket sales.