Hertz used its Gold Squad of Golden Retrievers as a prominent feature of Rolling Stone’s inaugural Stateside music festival in Kingston, New York. The activation accompanied performers Sydney Rose and Nick Mateyunas of Arcy Drive on their journey to the event, and aimed to make the car-rental brand part of the wider festival experience.

Stateside took place at the 100-acre Hutton Brickyards site, around 90 minutes from Manhattan, with Noah Kahan, Gigi Perez, Sydney Rose and Arcy Drive among the acts. Hertz said 26 dogs and their handlers attended, appearing at the entrance, a riverside hangout, the lemonade stand and near the platinum lounge; the day culminated in a group parade and photograph by a large branded licence-plate display.