Mike's Hard Lemonade Is Bringing Some Sweetness to Graffiti Art in Peru

The brand wants to encourage a more positive outlook by transforming "bitter" works

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Art can mean many things and is often used as a form of protest, expression or passion. It’s not just in art galleries, either: graffiti art can be transformative and a way for a community to express itself.

But some images, as labor-intensive as they are, might not be fit for everyone’s eyes. In an effort to transform visual aggressiveness within the neighborhoods of Lima, Peru, Mike’s Hard Lemonade and creative agency Ogilvy Perú collaborated to bring some visual sweetness to street art.

As

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in