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Neighborhue Still in Color: Art's Role in Community Identity

In a vibrant celebration of art's transformative power, vitaminwater, in collaboration with My Code, has launched Neighborhue: Still in Color, a campaign that pays tribute to muralists shaping community identities across the United States. Following the success of its previous season, this initiative shifts its focus from restoration to continuity, showcasing how public art remains a lasting expression of identity, heritage, and belonging.

The series spans various cities, from the bustling streets of New York to the colorful neighborhoods of Orlando, highlighting renowned muralists such as Don RIMX and Carlos Mateu. These artists are not just creators but vital figures whose work redefines public spaces into cultural landmarks, reflecting the essence of the communities they represent.

A Deeper Dive into Muralism

The Neighborhue campaign uniquely combines documentary-style videos, editorial storytelling, and tailored social media content to offer viewers an intimate glimpse into the creative processes behind each mural. Each segment reveals the artists’ personal stories and cultural influences, illuminating the significance of their work beyond mere aesthetics.

Hillary Horton, Brand Director of vitaminwater at The Coca-Cola Company, expressed the importance of these narratives, stating, "We believe creativity is a force that empowers connection and authentic self-expression. The success of Neighborhue’s first season reaffirmed how deeply people relate to stories rooted in community and culture. This inspired us to expand the series to present muralists whose works resonate with the identity and spirit of their neighborhoods."

Celebrating Resilience Through Art

The featured artists, Don RIMX (David Sepulveda) and Carlos Mateu, tackle themes of cultural identity, resilience, and collective progress in their work. In Orlando, RIMX revitalizes his piece El Chamán, which emphasizes the role of public art in bridging cultural memory and contemporary community life. Meanwhile, in Brooklyn, Mateu collaborates with local residents on El Paso Del Tiempo, a mural that encapsulates the neighborhood's journey and shared spirit.

Amani Duncan, Executive Director of My Code, points out, "The best storytelling not only represents a community but arises from within it. Don RIMX and Carlos Mateu do not merely depict these neighborhoods; they belong to them, evident in every brushstroke. Vitaminwater’s initiatives like Neighborhue Still in Color exemplify a brand that recognizes the power of genuine artists telling real stories. It’s a way of connecting with audiences authentically."

What’s Next for Neighborhue

As the campaign unfolds, it will feature Don RIMX initially in Orlando, followed by Carlos Mateu in Brooklyn on July 20. The content will be distributed across My Code’s owned and operated media ecosystem, including digital platforms and social media accounts like Remezcla. Viewers can expect a mix of documentary shorts, engaging social media snippets on platforms such as Instagram Reels, TikTok, and YouTube Shorts, and in-depth editorial articles coupled with visual storytelling.

Neighborhue Still in Color serves as an invitation for the public to explore the stories behind the murals and appreciate the lasting impact they have within the neighborhoods that embrace them. This initiative represents a commitment to celebrating the artists and communities that define culture across America. For updates on the campaign, follow @vitaminwater and @remezcla.

About My Code

My Code is a media and marketing agency prioritizing cultural connections, dedicated to linking brands with diverse audiences. They engage with the multicultural, multigenerational customers—the fastest-growing segments in the U.S. market—through their owned media properties, which encompass Remezcla Media Group, HipLATINA, La Opinión, and El Diario.

Their integrated marketing services foster authentic interactions with consumers, driving measurable business growth. For more about their initiatives and partnerships, visit mycodemedia.com.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is a global beverage leader with products sold in over 200 countries. Their mission revolves around refreshing the world and making a difference through their extensive beverage portfolio, which includes world-renowned brands like Coca-Cola, Sprite, and vitaminwater.

Constantly evolving their offerings, they are committed to promoting sustainability, reducing sugar content, and improving impact within communities and the planet. Learn more about their efforts at coca-colacompany.com.

In conclusion, Neighborhue Still in Color is more than just an art initiative; it is a celebration of community, culture, and the dynamic stories that muralists bring to life.