four loko - irl 2016

2016

When Phusion Projects originally approached The Fat Jewish, they had asked us to “give away a gold brick”. We saw an enormous opportunity to create a long term narrative that would both increase social awareness for Four Loko (a brand that people had nearly forgotten), while bringing a real life touchpoint to The Fat Jewish brand.

“THE FAT JEW IRL FESTIVAL IS EXACTLY WHAT GEORGE WASHINGTON ENVISIONED WHEN HE INVENTED AMERICA: FREE ENTRY, FREE DRINKS, AND FREE STUFF FOR ALL THE BEST PEOPLE EVER.”

Four Loko IRL would go on to become the platform for 4 years of live touring events with the biggest artists in the electronic industry.