In addition to the usual glitz from the star-studded event, brands running activations at this year’s Sundance Film Festival are focusing on supporting women and longstanding social issues.

Events Putting Women In Focus

This is a pivotal time for women in the entertainment industry, who are banding together against sexual misconduct and gender discrimination. Inclusion, solidarity and change are driving conversations at Sundance, and several activations have female empowerment as a main theme:

  • #HereWeAre Brunch, specifically brought women and men together to celebrate women and underrepresented filmmakers, storytellers, artists and advocates. The invite-only event was hosted by Ava DuVernay’s ARRAY and Twitter. 
  • ICM Politics and YouTube partnered to celebrate female filmmakers the night before the Respect Rally, which returned to Sundance for a second year in the spirit of the National Women’s Marches.
  • The Safe Movement launched its first Safe Space activation—a private lounge with panel discussions, luncheons, private cocktail parties and an exclusive After Hours Lounge featuring DJs and intimate performances so that attendees can discuss issues affecting women. Events were presented by Global Citizen, Teen Vogue,’s foundation, the CNN Freedom Project, Interscope Records, Electronic Music Awards, The Respect Rally, the Alliance for Women Directors and “YES Means TEST” by the American Sexual Health Association (ASHA).

Spotlighting LGBTQ And Social Justice

GLAAD and The LOVELOUD partnered with HBO and LiveNation to host The LoveLounge in recognition of artists and filmmakers who are “accelerating equality and acceptance for LGBTQ people everywhere.” The event coincided with the premiere of HBO’s documentary Believer, which also discusses artists and filmmakers of LGBTQ-inclusive films.

KIA Supper Suite hosted three days of premier events, including presenting Nancy starring Steve Buscemi, Ann Dowd, John Leguizamo and Andrea Riseborough; Creative Coalition’s Spotlight Awards Dinner Gala; and A Dinner for Change Celebrating: Masters of the Sun, an event hosted by, Black Eyed Peas and Rosario Dawson to shed light on social injustice.

A Look At The Lounges

Shifting away from activations with any political relevance: this marks the first year Lyft is being featured as the official ride sharing partner for the Sundance Film Festival. The Lyft Lounge features snacks, hot drinks, phone charging stations and conversations between film showings. The brand is also offering The Driver’s Hub, offering ride share drivers virtual reality and catering by Impossible Foods.

Other lounge highlights:

  • AT&T’s DIRECTV lodge is presenting pop-up dining experiences from Los Angeles restaurant Craig’s, along with viewing parties and celebrity hosts.
  • Music Lodge returns to Sundance for its 14th year to entertain stars as a hospitality suite. Outdoor sports brand Spyder is hosting a hot chocolate bar there while gifting its ski apparel.
  • Rock & Reilly’s Daytime Lounge—presented by J.Crew, Nylon and Roku—features brand activations such as the “Denim by You” customization bar, where guests can curate J.Crew denim looks. Roku is giving away media streaming devices and hot drinks in the “Hygge Lounge,” and visitors can have their hair, nails and makeup done by beGlammed.

Activations With An Element Of Action

For those not just lounging:

  • TAO Group marked its tenth year at the event with three days of pop-up events, featuring DJs Mel DeBarge, the Deux Twins, Vice and DJ Politik; Tequila brand Don Julio returned to serve Don Julio 1942 for the third year in a row.
  • California-based “semi-private” airline, JetSuiteX, has an on-site check-in counter that prints ticket vouchers good for Burbank, San Jose, Oakland, Las Vegas and Mammoth while a flight attendant serves coffee, wine and Essentia Water to guests from a drink trolley. 
  • SundanceTV’s highest rated show, Hap and Leonard, is promoting its third season premiere with an escape room experience at the SundanceTV HQ. The space transports participants to 1989 Grovetown, Texas, where Hap and Leonard were mysteriously “swallowed up” on a mission to rescue their friend. Attendees are challenged with finding clues to their whereabouts—before they end up vanishing in Grovetown, too.