Sprite wanted a customized music property to support their Urban marketing
Along with partner Creative Artist Agency, 4 Fini created the Sprite
Liquid Mix Tour, an expression of the urban experience featuring a fusion
of music, street sports, artistic demonstration and entertainment. Multi-platinum
rapper Jay-Z headlined the 2002 tour, and N.E.R.D and The Roots helmed
the 2003 tour.
Sprite envisioned a festival atmosphere where their target audience came
early and stayed late, experiencing cutting-edge music and activities the
embodied the Sprite brand and lifestyle.
4 Fini created innovative ways to integrate Sprite Liquid Mix's partner
sponsors into the festival atmosphere in each market. For Playstation2 ,
4 Fini created an “urban playground” which featured BMX bikers showcasing
their skills on jumps, quarter pipes and whatever else got in the way.
4 Fini created an area where music and art collided for car sponsor, the Toyota
Scion , setting up local DJ talent to spin the hottest tunes and
local graffiti artists to paint the Scions. Basketball fans got to hang
out in the NBA's Rhythm n' Rims theme park, where they
participated in slam dunk and shootout contests while grooving to live