LOY. AGENCY
EMBEDDING BRANDS IN CULTURE
LOY. collaborated with K.I.Z and their management Beat The Rich on a powerful cultural statement for International Women’s Day: a vegan, PETA-certified, German-made purple nail polish – created as a symbol of equality, expression and attitude.
– Strategic Concept Development
– Cultural Production & Campaign Activation
– On-Site Activation Management
– Production & Partner Coordination
– Creative Consulting
Since 2011, K.I.Z have hosted their iconic “Only for Women” concerts – evenings dedicated to strength, self-determination and humour. The idea was to expand this tradition with a tangible gesture that underlines their message and creates a lasting cultural moment.
LOY. Agency worked closely with Beat The Rich to develop the creative concept, lead the campaign execution and manage the on-site activation. Together, a vegan, PETA-certified nail polish was produced in Germany as a limited edition in the band’s signature purple. Available exclusively at the sold-out concert in Berlin’s Mercedes-Benz Arena, the product amplified K.I.Z’s message under the slogan “We’ll make you all up”.
The activation became one of the most talked-about cultural moments around International Women’s Day. It merged pop culture and purpose, turning a concert into a statement – and underlined LOY.’s role as a creative force connecting music, culture and social relevance.
