Driven: A Latinx Artist Celebration Presented by Hyundai

Hyundai challenged R&CPMK to maintain their cultural relevance through the fall of 2020 with a COVID “proof” activation in the largest auto market in the country, Los Angeles. RCPMK’s response was to leverage the power of art while celebrating Hispanic Heritage Month. To that end, we developed a dynamic drive through art experience that allowed consumers the opportunity to enjoy a safe and entertaining afternoon out with friends or family. With museums and art exhibits closed since March, the fall timing of Hispanic Heritage Month provided Hyundai with a perfect opportunity to recognize Latinx artists by showcasing the influence their legacy has had on the city.

The event took place at the historic Hollywood Palladium. Located on the famous Sunset Boulevard, this Live Nation Entertainment property is in the heart of LA. Attendees started with a musical tour of Latinx artists, exploring their creative passions and what drives them. Guests were then transported to an outdoor art exhibit where they explored a multi-cultural landscape as they listened to the curated playlist. In an immersive environment, the exhibition explored what drives today’s generation to create and the influence that the Latinx cultural legacy has left on the artists’ work.