It Takes 2: Rose Bowl Activation
For Boehringer Ingelheim’s It Takes 2 campaign, we created a one-of-a-kind Art Basel activation designed to bring CKD awareness into an unexpected cultural setting. The centerpiece was an outdoor interactive graffiti wall that invited passersby to pledge their name to getting screened for chronic kidney disease, turning participation into a visible public commitment. Each participant received a sticker version of their pledge as a takeaway, extending the experience beyond the installation. The activation generated strong engagement and stood out as a truly distinctive expression of the It Takes 2 campaign within both the Art Basel environment and the healthcare category.
The float design featured a boombox made of flowers as the centerpiece, blasting the IT TAKES 2 remix to energize the crowd. Messages like "Knowledge is Power" were woven into the floral display, reinforcing the importance of early CKD testing and the control it provides. At the front of the float, a pair of hands lifted a giant lotus from a pond, symbolizing how getting tested for CKD puts the power of better kidney health in your hands.