Summer 2017

LIFEWTR x TIFF

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.

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.

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.

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.