#USA #New York #My Code #Neighborhue #vitaminwater

Launch of Neighborhue: Still in Color

In an exciting collaboration, vitaminwater and My Code have unveiled the latest iteration of their acclaimed series, Neighborhue: Still in Color. This new segment broadens its focus, highlighting the transformative role of muralists across various U.S. cities, including New York and Orlando. With a mission to honor public art as a vessel of cultural expression, the series dives into how these vibrant works breathe life into communities.

The series builds on the foundation laid by its predecessor, shifting the narrative from restoration to an ongoing celebration of public art’s power to shape identity, heritage, and a sense of belonging. This evolution is particularly important because it emphasizes the ongoing conversations and connections that art fosters within neighborhoods. Each mural serves not only as an aesthetic enhancement but as a cultural landmark that resonates deeply with the local populace.

In this new season, viewers are introduced to notable muralists, including Don RIMX (David Sepulveda) and Carlos Mateu, whose works reflect the diverse tapestry of their communities. For example, Don RIMX's mural in Orlando, titled El Chamán, captures the essence of cultural memory and its relevance to contemporary life, establishing a bridge between past and present. In contrast, Carlos Mateu’s El Paso Del Tiempo, created in collaboration with local residents in Brooklyn, portrays the narrative of community evolution and shared experiences, emphasizing the journey and resilience of the neighborhood.

As stated by Hillary Horton, Brand Director at vitaminwater, the response to the initial season inspired the team to explore deeper connections between artistic expression and community spirit. “We see creativity as a crucial avenue for connection,” she noted, emphasizing how people resonate with stories rooted in their culture.

This integrated campaign leads with a unique blend of documentary-style narratives, editorial storytelling, and engaging social media content. It offers a close-up look at the artistic process behind each mural, shedding light on the individual stories and cultural influences that shape their creation. By showcasing these diverse artistic expressions, Neighborhue: Still in Color not only serves to entertain but cultivates a deeper understanding of the artists' connections to their communities and the impact of their work.

Amani Duncan, CEO of My Code, resonated with the significance of authentic storytelling: “The best storytelling doesn’t just represent a community; it comes from within it.” This sentiment perfectly encapsulates the essence of Neighborhue, marking a partnership where brands can leverage the genuine voices of real artists to forge meaningful connections with audiences.

The campaign officially kicks off with Don RIMX's unveiling in Orlando, with Carlos Mateu's mural following on July 20 in Brooklyn. As part of a broader media strategy, this content will be distributed across My Code's platforms, including Remezcla’s social media channels. Audiences can expect documentary videos, captivating short-form content suitable for Instagram Reels and TikTok, as well as long-form features that dive into the visual storytelling that captures the spirit of these murals.

Through Neighborhue: Still in Color, vitaminwater and My Code are not only engaging in a project of artistic celebration but also reiterating their commitment to nurturing community identity and cultural awareness. As the series grows, it invites everyone to explore the impactful narratives behind these murals and appreciate their role in defining the neighborhoods they adorn.

To stay updated with the project, follow @vitaminwater and @remezcla on social media.

About My Code

My Code is a media and marketing agency focused on connecting brands with vibrant, multicultural audiences in the U.S. market. They leverage platforms such as Remezcla Media Group and HipLATINA, among others, to deliver messages that resonate on a cultural level while driving business growth.

About The Coca-Cola Company

Coca-Cola, a global beverage leader, provides a diverse range of drinks sold in over 200 countries, all aimed at refreshing consumers and promoting positive community impact.