Pharrell’s "Something in the Water" festival supports Black-owned small businesses with a three-day music festival that attracts thousands of attendees. In all the excitement of the event itself, it’s easy to miss the forest for the trees and not take a second to really appreciate the scale and depth of what it represents.
Inkling was tasked with creating a content opportunity for event-sponsor UPS that could function as a moment of reflection amidst the nearly 50,000 attendees. By taking ‘stop and smell the roses’ quite literally, UPS helped attendees take a moment and let the festival sink in, doing more than just stopping people in their tracks.
Immersed in the vibrant lush florals and greenery, festival attendees we're encouraged to take photos for their social channels.