• Creative Partnerships
• Event Management
• Influencer Relations
• Public Relations

The Dana Agency put the pedal to the metal to kick off Kiehl’s annual LifeRide for amfAR in Miami, a nine-day, cross-country celebrity motorcycle ride raising awareness and funds for HIV/AIDS research. The challenge was to create a motorcycle-friendly, media-worthy kickoff event at the Kiehl’s store in South Beach.

We erected a pop-up urban picnic on a customized 40-foot faux lawn outside Kiehl’s Lincoln Road storefront, complete with picnic box lunches and red-and-white gingham decor. The ride was led by Sex and the City actor John Corbett, President of Kiehl’s USA Chris Salgardo, and amfAR CEO Kevin Robert Frost. Other celebrity riders included actors Teddy Sears, Christopher Redman, Marguerite Moreau and Grant Reynolds, artists Paul Cox and Conrad Leach, photographer Timothy White and more.

We ensured the riders made a grand entrance: Motorcycles roared into the event, greeted by a mob of media 50-plus deep. We secured our client, celebrity chef Robyn Almodovar of Hell’s Kitchen, to cater the gourmet picnic boxed lunches. Guests had the opportunity to meet and greet the celebrity riders, pose for souvenirs in the custom Capture Pod photo booth, and get “inked” in the temporary tattoo parlor. In addition, there was a celebrity check presentation from Kiehl’s to amfAR for $115,000.

Not only did we obtain all the necessary permits but we secured Miami Beach Commissioner Michael Góngora to present an official proclamation designating July 13 as “Kiehl’s Day.”