To both kick off the festival season and present the new Levi's® festival collection to the public, De Rode Winkel in Utrecht and frankagterberg/bca joined forces for this unique activation campaign. Food, drinks and music entertained all present and built up the tension for the special surprise, punningly announced at 5:01pm.​​​​​​​
Exactly one minute after the clock struck five, the 3D-mural painting was revealed, with an actual stage for all present denim aficionados and fashionistas to feel like a rockstar for a couple of minutes - followed by a night of intensive (festival-)shopping.

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