Summer 2017

LIFEWTR x TIFF

  • Art to Brand Service Icon Art to Brand Strategy

  • Experiential Marketing Service Icon Experiential Marketing

  • Content Development Service Icon Content Development

  • Creative Activation Service Icon Creative Direction

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

    Two photos; photo 1 is a side view of a street artist working on a mural, and photo 2 is the same man standing in front of the mural with his fingers in the peace sign.
    Two photos; photo 1 is 3 Lifewtr bottles with street art in the background, and photo 2 is two people facing away from the camera looking at a mural. The Lifewtr activation footprint which is open-concept with street art and with Lifewtr logos throughout.

    During the Toronto International Film Festival, we brought the bottle artwork to life with a large-scale installation and experiential art piece in the middle of TIFF’s busiest strip, Festival Street. Jason Woodside and his signature style was brought to Toronto to paint a live mural that stretched across the outer panels of a Somewherelse-designed and produced LIFEWTR cube. The cube 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.

    A woman dressed in black standing in front of the Lifewtr activation footprint with hands in her pockets.
    A street artist crouched down working on a mural facing away from the camera.
    Two photos; photo 1 is a top-down view of spray paint cans and photo two is a woman holding a Lifewtr bottle talking to a man in the foreground.

    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.

    Two people kneeling and clasping hands together looking at the camera in front of street art.
    The Lifewtr activation with water bottles sitting in cases that are backlit white.
    A wide angle shot of a large illuminated cube in the street decorated with art at night.