For their launch into Canada, Somewherelse was enlisted to design and produce captivating activations that told the story of LIFEWTR’s connection to creativity. A key part of the plan was to showcase the unique bottle artwork designed by acclaimed NYC street artist Jason Woodside.

We brought the artwork to life with a large-scale live street installation art in the middle of TIFF’s busiest strip. Jason’s work covered the outer panels of the Somewherelse-designed LIFEWTR cube which was also outfitted with an interactive LED wall and opened up to a design-focused product display.

The activation became one of the most sharable photo opportunities of TIFF, earning 1.2mil in media reach and garnering 416,204 organic impressions with the custom hashtag #thirstinspiration.

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