How do you put a challenger energy drink on the map, in a category dominated by giants with massive budgets? Crazy Tiger needed a bold move: an activation that would get creators talking, posting, and sharing — without paying for traditional influence.

Sleeq created Creator Industry: Mafia Night at Pachamama. The idea: throw a fully immersive, themed party where 500 creators would become the main characters. Disguises, a mafia-inspired atmosphere, and a central moment of brand takeover with “L’Heure Crazy Tiger”, when the brand’s official DJ took control of the night. The key: turning creators into the media. Instead of paying for posts, we designed an experience irresistible enough that they would produce content organically.

An exclusive immersive event at Pachamama in Paris gathered 500 invited creators for a night of free entry and pure experience. The Crazy Tiger brand was seamlessly integrated at every step — from animated logos on giant screens to complimentary drinks for all guests, and even branded masks setting the tone for a mafia-style bal masqué. The highlight of the night, “L’Heure Crazy Tiger”, saw the brand’s DJ take full control of the party, fueling the energy and creating peak shareable moments. Built on a design-first mechanic, the concept delivered one unforgettable night and thousands of pieces of organic content.