PIFT took over AiaSound’s Art Stage with one of the most clever and authentic brand activations of the year - a fusion of street art, live music, and urban culture that felt naturally rooted in Copenhagen’s creative DNA.

The journey began with a simple idea:
How do we merge street art with an open-air concert experience?

Working closely with street artist BALSTRØM, we transformed the entire second stage into a massive art piece.
The full stage framework - from the towers to the fascia - became his canvas.

Hidden inside the artwork were subtle, playful “PIFT” placements, integrated so organically that guests had to look twice to spot them.

In the month leading up to the festival, the sketching, painting, layering, and conversations behind the artwork were captured on video - giving PIFT a storytelling angle about their commitment to the street, the artists, and the culture they amplify.

To bring guests directly into the activation, we launched a social campaign:

Find the hidden PIFT.

A street-art twist on Find Waldo.

Guests hunted for the hidden tags, shared them on their socials with #PiftArtstage, and multiple times a day winners were selected to receive free PIFT beers, merch, and festival tickets for the following year - all picked up at the PIFT Hero Bar on site.

After the festival, all behind-the-scenes footage, concert moments, guest reactions and an interview with BALSTRØM were edited into a minidocumentary-style aftermovie, highlighting the creative purpose behind the activation:

PIFT supports the streets — the colors, the voices, the curiosity, the boldness and the art that shapes the city.
They turn up the volume on urban expression. On sunshine moments and long summer nights. On creativity that belongs to everyone.