Lucky Strike, a brand from British American Tobacco, wanted to engage the young community on the island of Sumatra to increase sales through a community database. Initially, they briefed us to create music concerts in five major cities. We proposed a different solution: a three-month semi-permanent brand activation across more cities, including Aceh, Medan, Kisaran, Padang, and Pekanbaru. Over 90 days, we organized 478 events, including music, barbershop, BMX, automotive, fashion, games, mini car racing, bike gatherings, dance, die-cast, football nights, photography, online mobile games, and skateboarding. This extensive engagement brought more people to join the tribe, culminating in a grand finale concert. The results were impressive: 10,550 products sold, a crowd of 200,000, and a reach of 22,202,464.