In order to meet Lucky Strike's brief for engaging the brand with the city's young and trendsetter crowd, Külah, an old factory turned bar located in Karaköy was chosen to organise a unique and fun party. The concept was to re-interpret the traditional elements of Turkey and serve them with a twist: an oversized sugar candy installation upstairs was built as well as a traditional rice cart turned into a bagel station. DJ Munk and Club Bangkok performed in the night. 500 people were invited to the event which eventually doubled in crowd size. Brand awareness was established in a Tape-Art installation involving the brand's iconic colors and slogan.