The ask was to create a unique element that connects the consumer and brand to the venue in a way that resonates with multicultural consumers, specifically targeting African Americans. The intention being to capture the essence of "i'm lovin it!" expressed through the love of live music and shared experience.

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The Aretha Franklin Amphitheater (formally known as Chene Park) is Detroit's live entertainment jewel. Throughout the years, many celebrities have graced this legendary stage. With this idea, we wanted to pay tribute to the Amphitheater's rich music history and something that also resonated with the target audience.