Solution

Groundswell connected the ritual of rolling with the communal rituals of music festivals to build lasting brand preference for OCB. Positioned at the crossroads of North Coast Music Festival, the newly unveiled OCB Oasis became a go-to destination. Whether stocking up on rolling papers, unwinding in the lounge, snapping photos with friends, or joining workshops and competitions led by cultural curators, guests were invited into an immersive brand experience designed to roll in, relax, recover, and reconnect before heading back into the action.

Across the festival grounds, every touchpoint was strategically designed to bring consumers one step closer to making OCB part of their festival ritual. Laser-projected logos on the festival's iconic Dome reinforced OCB's presence among the broader festival audience, while branded displays extended the experience into exclusive VIP areas, offering hospitality to influential tastemakers. Surprise-and-delight backstage tours created unforgettable moments for rolling competition winners, while robust product sampling and distribution ensured the brand experience extended well beyond the festival weekend.