Thu, 12 Aug 2021 17:43:47 GMT
Chameleon Organic Coffee is creating a buzz around its new line of premium whole bean and ground coffee with a series of live art activations that support the brand's 'distinctly different' spirit. A series of three artist murals across Austin, Los Angeles and New York City, tell a different Chameleon story through each artist’s creative voice.
As an expression of the Chameleon’s new tagline — Refuse To Blend In — we partnered with three talented street artists to create a new kind of pop-up coffee experience. Rather than the traditional four-walled coffee shop, Chameleon brings its flavour to life by incorporating QR codes into vibrant, stop-you-in-your-tracks art. Woven into each design, a quick scan of each QR code reveals an opportunity for Chameleon to send passers by free Chameleon Coffee. But that’s not it, the codes also unlock a digital content experience with Chameleon and each artist.
The multi-city activation defies traditional bagged coffee conventions, while also raising the profiles of three distinctly different artists.
"We applied a ubiquitous technology on a massive scale to essentially Trojan Horse a brand story and sampling effort into an out-of-home experience," said Scott Ellman and Rik Patenaude, creatives at The Many. "These mural 'pop-ups' create the opportunity to bring some of Chameleon's core values and beliefs to life out in the world to be discovered outside of the brand story that is told on the website."
The first location, Austin, TX, is also Chameleon Coffee's birthplace and featured local Zuzu Perkal. As a coffee lover and Austin native, Zuzu’s number one goal when stepping into a project is to express herself authentically. In the words of Zuzu, “refusing to blend in is just about being authentically yourself. That’s the vibe of Austin. Austin is weird and it is funky.” Zuzu’s mural plays on Chameleon’s #RefuseToBlendIn motto with an eye-catching multi-coloured mosaic. The Austin mural was unveiled first on Saturday, July 31st, and will remain up for local Austin folks to visit until Saturday, August 21st at 1408 East 6th Street.
In Los Angeles, CA, artist DJ Neff is known for his spray can recycling program, CanLove. His art incorporates old spray cans to create awareness for the impact we have on the environment. With sustainability always top of mind, DJ Neff’s mural features the Earth itself within Chameleon’s 'Dude' mascot. The Los Angeles mural was officially unveiled on Saturday, August 7th, and will remain live until Saturday, August 28th, in DTLA on Grand Avenue and 8th Street.
The mural for New York City, created by local artist Fumero, is slated to be unveiled on Saturday, August 21st in the West Village (on the corner of Clarkson and Washington).