It’s no surprise to see Christmas tree lots around the streets of Manhattan in December – Palm tree lots may not be so common. In an attempt to brighten the New Yorkers day and promote their summer footwear attire, flip flop brand Havaianas turned the concrete jungle into an actual tropical jungle at the beginning of the summer season. Fully branded with Havaianas flip flips and “beach bum” models, passers-by had the chance to take home a palm tree for free by capturing a photo at the lot and sharing it using the #InstatJoy hashtag – the brands official hashtag. Encouraging UGC on social media, the activation sparked attention both offline and online.