A simple city proclamation wasn’t enough for Colson Baker. Cleveland’s brightest wanted to celebrate his journey with the people who shaped it. Underdogs re‑imagined “MGK Day” as a nine‑day cultural takeover that painted the town neon‑pink and put local businesses, venues, and charities center stage.
Experiential / Branding / Strategy / Marketing
machine gun kelly
Industry
Year
2025
We created a rally‑cry identity—Cleveland’s Finest—anchored by MGK’s silhouette in hot‑pink line art. The mark lived everywhere: street banners, stage scrims, limited‑edition tees, and a pop‑up merch van that roamed the city leaking location clues on Instagram.
Each day delivered a new flavor of MGK: a late‑night comedy set, a League Park pick‑up game, a Harley‑Davidson ride through downtown, and a West 6th charity bar‑crawl that turned every pour into a donation for youth arts programs. Recap reels shot, cut, and posted before dawn kept momentum surging.
Local sponsors from Monster Energy to vintage boutiques joined the cause, while city officials lit the Terminal Tower in signature pink on opening night. Fans flew in from 23 states, turning Cleveland sidewalks into an impromptu meet‑and‑greet.
With an estimated crowd of over 10,000 fans, MGK Day became a full-city celebration of Cleveland pride. For two consecutive years, the Underdogs team worked directly with MGK’s team to bring the vision to life—from securing permits and developing branding to producing high-quality content that captured the energy of the day. The event featured live performances, a citywide bar crawl, exclusive merch, and an official proclamation that helped turn MGK Day into an annual tradition. It was more than an event—it was a powerful expression of hometown love and creative collaboration.
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