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Farm Rio x Stanley 1913 chalk stencil reading Thirsty for Rio on the North 6th St sidewalk in Williamsburg, pedestrians and cafe signage beyond.
· Case study · 01 of 38
Farm Rio·Chalk Stencil Campaigns·New York City·2026

Thirsty for Rio.

A Farm Rio x Stanley 1913 launch walked to two store doors: 20 chalk stencils at 24x24, ten on the SoHo approaches to 113 Prince St and ten on the Williamsburg corridors around 65 North 6th St, installed ahead of back-to-back store events. The tumbler artwork took a layered two-stencil cut to read.

Documented byBeyond Street Media·Field Team·Published 2026-08-21·New York City guerrilla marketing ·Wheatpasting in New York City·Wheatpaste advertising in New York

  • Placements20
  • FormatMulti-format
  • Documented199install photos on file
· 01 · The brief

Two store doors, twenty stencils, one thirsty parrot.

Farm Rio is a Brazilian fashion and lifestyle brand, and this run backed a collaboration launch with Stanley 1913, produced through Skep360 on Farm Rio's behalf. The brief had two fixed anchors instead of one: back-to-back store events at 113 Prince St in SoHo and 65 North 6th St in Williamsburg. The street campaign's job was to walk people to both doors.

SoHo stencils pointed to 113 Prince St and August 15; Williamsburg stencils pointed to 65 North 6th St and August 16. Installed August 12, so both approaches were primed days before the doors opened.

Placement followed the brief exactly: concentrated on the high-traffic approaches around each store rather than scattered across the neighborhoods. In SoHo that meant Prince, Spring, Mercer, Greene and the Broadway spine, including the subway entrance at Prince St. In Williamsburg it meant the North 6th corridor plus Bedford and Wythe, the blocks that feed the store's front door.

Farm Rio x Stanley 1913 chalk stencil reading Thirsty for Rio on the North 6th St sidewalk in Williamsburg, pedestrians and cafe signage beyond.
Close-up of the Thirsty for Rio chalk stencil with the Stanley tumbler standing in as the I, pointing to 113 Prince St in SoHo.
New York City·August 2026·Photo 02 of 28
Thirsty for Rio stencil head-on on Williamsburg concrete, directing to the 65 North 6th St store event.
New York City·August 2026·Photo 03 of 28
· 02 · The two-pass cut

The tumbler artwork is why this campaign is worth studying.

The design carried art inside the cup silhouette, and cutting it as a single laser-cut stencil would have left only the cup's outline: the interior artwork would have fallen out of the template entirely. So the interior art was cut as its own stencil and registered on install, two passes per placement, layered so the design landed exactly as it was drawn.

That is the difference between a stencil that works and one that does not. A single-pass cut is cheaper and faster, and it would have shipped a blank cup.

· 03 · Where it ran

Where it ran.

Chalk was the right material for both neighborhoods: it reads clean on the pavement, and it washes away when the campaign is done.

· 04 · Proof

Proof.

The delivery archive holds 199 GPS-tagged frames from the documentation pass; the 28 strongest run on this page.

Chalk stencil on the sidewalk at the Farm Rio SoHo storefront doorway on Prince St.
Thirsty for Rio stencil in front of the Prince St subway entrance in SoHo with a taxi passing beyond.
Stencil on a weathered Williamsburg slab with red utility markings alongside.
Install log · Farm Rio·New York City·199 photos on file
· Install log · Documented

22 additional installs.

Bold Thirsty for Rio stencil across a dark speckled SoHo paver.
New York City·04
North 6th St sidewalk corridor with the stencil placed mid-walkway between planters, Williamsburg.
New York City·05
Stencil beside the green Prince St bike lane with the SoHo crosswalk beyond.
New York City·06
Large head-on Thirsty for Rio stencil with the Stanley 1913 and Farm Rio lockup beneath.
New York City·07
Two shoppers walking past the Thirsty for Rio stencil on the Prince St approach in SoHo.
New York City·08
Crisp two-pass chalk stencil on smooth Williamsburg concrete.
New York City·09
Pedestrians passing the stencil on a cobbled SoHo block with the Givenchy storefront beyond.
New York City·10
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·11
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·12
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·13
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·14
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·15
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·16
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·17
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·18
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·19
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·20
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·21
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·22
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·23
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·24
Farm Rio x Stanley 1913 Thirsty for Rio chalk stencil installed on a New York sidewalk by Beyond Street Media
New York City·25
· Placement map · Documented

Where the stencils landed.

Twenty-one documented locations across the two store approaches: Prince, Spring, Mercer, Greene and Broadway around 113 Prince St in SoHo, and the North 6th, Bedford and Wythe corridors around 65 North 6th St in Williamsburg. Every pin comes from the install list, address by address.

The 21 mapped placements · pinned from real GPS
  1. 01113 Prince St, SoHo, Manhattan · SoHo store · Aug 15 event40.7253°N · 73.9996°W
  2. 02100 Prince St, SoHo, Manhattan40.7246°N · 73.9991°W
  3. 0375 Prince St, SoHo, Manhattan40.7241°N · 73.9973°W
  4. 0454 Prince St, SoHo, Manhattan40.7235°N · 73.9963°W
  5. 0527 Prince St, SoHo, Manhattan40.7231°N · 73.9945°W
  6. 06569 Broadway, SoHo, Manhattan40.7244°N · 73.9978°W
  7. 07519 Broadway, SoHo, Manhattan40.7222°N · 73.9997°W
  8. 08153 Mercer St, SoHo, Manhattan40.7252°N · 73.9984°W
  9. 0996 Greene St, SoHo, Manhattan40.7241°N · 73.9998°W
  10. 10113 Spring St, SoHo, Manhattan40.7238°N · 73.9998°W
  11. 1172 Spring St, SoHo, Manhattan40.7225°N · 73.9977°W
  12. 1234 N 6th St, Williamsburg, Brooklyn40.7199°N · 73.9628°W
  13. 1365 N 6th St, Williamsburg, Brooklyn · Williamsburg store · Aug 16 event40.7193°N · 73.9612°W
  14. 14102 N 6th St, Williamsburg, Brooklyn40.7185°N · 73.9606°W
  15. 15139 N 6th St, Williamsburg, Brooklyn40.7177°N · 73.9587°W
  16. 16164 N 6th St, Williamsburg, Brooklyn40.7171°N · 73.9583°W
  17. 17204 Wythe Ave, Williamsburg, Brooklyn40.7184°N · 73.9618°W
  18. 18210 Bedford Ave, Williamsburg, Brooklyn40.7170°N · 73.9588°W
  19. 19223 Bedford Ave, Williamsburg, Brooklyn40.7163°N · 73.9591°W
  20. 20161 N 7th St, Williamsburg, Brooklyn40.7178°N · 73.9575°W
  21. 21144 N 7th St, Williamsburg, Brooklyn40.7182°N · 73.9586°W
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Operator log · live
Case · Farm Rio FARM RIO · NEW YORK CITY · 2026
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