20,000 Attendees

1 Beautiful Day

45,000 Samples


Dallas Green is a Canadian national treasure. As one of our country's proudest exports, the former Alexisonfire front-man put together a home-grown spectacle to celebrate Canada's 150th birthday.

City & Colour (Dallas’ pseudonym) brought Blue Rodeo and 25,000 southern Ontarians to Butler’s Barracks in Niagara-On-The-Lake. CRUEL planned and executed an activation for Canada Dry including a branded Bocce Ball court, ice buckets, picnic tables, and a 12’x12′ arch-tent. Our ambassadors handed out full cans of Canada Dry’s new refreshing Orange Mandarin Soda to thirsty festival-goers. Also, we put together an open-air and fully licensed garden bar where samples of Snapple Spiked, Hires Rootbeer & Vodka, and Mott’s Clamato were given out to attendees in an immersive setting.