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 and media-worthy, kick-off event at the Kiehl’s store in South Beach in the middle of July.

The Dana Agency 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. Inspired by Kiehl’s history with motorcycles, a spirit of adventure, and philanthropic heritage, the ride was led by Actor John Corbett (Sex in the City, My Big Fat Greek Wedding), Chris Salgardo, President of Kiehl’s USA and Kevin Robert Frost, amfAR CEO. Other celebrity riders included Teddy Sears (American Horror Story), Christopher Redman (CSI: Miami, 88 Minutes), Marguerite Moreau (Wet Hot American Summer, Queen of the Damned), Grant Reynolds (Young and the Restless, Knifepoint), Paul Cox (artist), Timothy White (photographer), Conrad Leach (artist) 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, and celebrity chef Robyn Almodovar (Fox’s Hell’s Kitchen), to cater gourmet picnic boxed lunches. Guests had the opportunity to meet and greet the celebrity riders pose for souvenirs in the custom CapturePodTM photo booth and get “ink’d” in the temporary tattoo parlor. There was a celebrity check presentation from Kiehl’s to amfAR in the amount of $115,000.

Not only did The Dana Agency secure all the necessary city permitting, but we also secured Miami Beach Commissioner Michael Góngora to present an official proclamation designating July 13th as “Kiehl’s Day”.

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