The Brahma Festival was created to help launch Montreal’s summertime. Crescent Street bars and restaurants expanded their terraces onto the street. The patios offered the public a chance to enjoy the outdoors and participate in this Brazilian themed event. South American style live entertainment was performed each day. Alongside the branded terraces and music, an artist worked throughout the weekend painting an image depicting the Brahma brand, Latin with an urban twist, on a 24’ft canvas. The graffiti artist worked on her piece at the corner of one of Montreal’s busiest streets maximizing brand visibility. The event was used a backdrop for numerous media outlets covering the Crescent Street festivities.