Inaugural Shine Away

The Challenge

R&CPMK was tasked to build a conference for Reese Witherspoon’s Hello Sunshine brand from scratch that would be a draw for consumers and talent alike.




Earned Media Impressions


A-list and Notable Talent, Influencers, Athletes and Authors

The solution

We created a large-scale, one-day celebration for consumers that highlighted creativity and collaboration created by Hello Sunshine. The event opener on the Shine Away stage was kicked-off by comedian Fortune Feimster and featured a panel including event host Reese Witherspoon and guests Mindy Kaling, Jennifer Garner and AT&T CMO Kellyn Smith Kenny. Reese hosted a one-on-one entrepreneurial discussion with actress Tracee Ellis Ross. Throughout the day, additional panels across three activation stages featured Olympic medalists Allyson Felix, Kerri Walsh Jennings and Lindsay Vonn, as well as a live performance by Dove Cameron. A recharge lounge was created for AT&T VIPs, cocktails provided by Aperol Spritz, and multiple photo opportunities were found throughout the event campus space. A large scale “Reese’s Book Club” shop was built out with notable authors dropping in for signings and a special Home Edit space was created to showcase organizational style experts, Clea Shearer and Joanna Teplin.

The impact

The media coverage for the event was over 1 billion earned media impressions, and the social content created from guests and influencers was significant, with an overwhelming positive response from all attendees, including talent participants. Immediately following the event, consumers were asking for dates for the 2024 event.