For e.l.f. Beauty‘s 20th-anniversary New York Stock Exchange bell-ringing, All Terrain created something extraordinary: a racing-themed street celebration that had lines around the block. They teamed up with IndyCar driver Katherine Legge for their activation “Lip Oil Change,” which featured a pit crew of “glow-up artists,” branded coffee trucks and a $10,000 sweepstakes. The project drew in 4K attendees, 10K+ Beauty Squad signups and the 2024 Gold Davey Award for Integrated Campaign – Fashion, Beauty & Lifestyle. See why NYSE officials declared the event “the most extensive and successful activation ever conducted in front of their building”.