XL Dead Sea Rave

To celebrate the upcoming Minus 424 rave at Masada with Infected Mushroom and David Guetta (powered by XL), we sent drug queen Kay Long to a photo shoot at the lowest point on earth, with a giant XL can as her accessory.

In addition, we spread billboards and created a special activity on XL’s Facebook page, inviting users to take photos of themselves next to the arrow in the ads. The photos were sent to a contest offering special sits in a festive limo bus that will drive the lucky winners to the rave.


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