For super-brand Smirnoff and client Live Nation, the 2019 UK campaign, focused on the new to-market product, Smirnoff Infusions.

We built at three key festivals, Isle of Wight, Lovebox & Reading.

The Product:

• The infusion range included orange, grapefruit, and bitters, and a raspberry, rhubarb, and vanilla low-alcohol low calorie infused vodka, designed to be mixed with soda water.

• These natural products inspired the direct-to-target market festival activation, based on materials and design tones from nature, fruit, and water. This message of natural products filtered all through the brief with a critical message of sustainability.

Sustainability:

• Plastic was avoided at every turn, design elements were constructed using FSC wood, live planting, and its upkeep were installed, recycled composites in exchange for traditional plastics, solar power was used were possible, and even down to the recycling of water was. Client Live Nation carried this intent for a green as possible activation, with bamboo wristbands and reusable or recycled bar wear.

Production:

• This 20m x 20m dressed site, held two main bars, a solar-powered DJ booth, massage, and seating zone, living wall photo / Instagram opportunity. The main focal point was a bespoke handcrafted 6m high by 6m wide realistic look waterfall, formed from recycled polystyrene. The waterfall backed by a layer scaffolding structure was fed by an in-house designed water recycling system that when needed, kept planting alive back of house.

• The stand was white and very premium in look and feel, again ensuring the stand looked as good as activation one to activation three under all weather conditions need design and operational foresight.

Challenges:

• The challenges came from the transportation of the waterfall, design time focused on how to create this structure, to be durable for multiple sites and transportable parts.

• Keeping plants and organic materials alive and flourishing over the months of activation was also a challenge, with the weather swinging from the wettest on record, to the hottest, to the windiest.

• The activation with the use of moving water on festival site, required specific health and safety guidelines and on-site processes.

Despite the challenges, the day-to-night look was one of the best on any festival site, the footfall some of the best seen, and social media interaction high as #smirnoffwaterfall appeared on influencer and fan feeds.

The product is delicious too!