ARTO LIFEWTR Canada Launch

Photo Credit: Anthony Tuccitto

The Ask

How can ARTO LIFEWTR launch in Canada and establish their brand purpose to connect with the Culturally Curious Consumer - urban millennials focused on creativity, authenticity & originality? How can we authentically integrate into established, credible art institutions - Art Gallery of Ontario and TIFF - and drive conversation online & offline?

The Approach


With a visual identity as strong as ARTO LIFEWTR, it was of ultimate importance to highlight the brand’s visual elements in all facets of the launch activations. Young Offenders looked for unique ways to bring the bottle artwork to life and give consumers opportunities to interact with the brand. We positioned the AGO space as a refuge from the high-energy dance party happening below – place to hydrate and be creative – central tenets of ARTO LIFEWTR’s brand. At TIFF, a street activation featuring our custom-built, interactive ARTO LIFEWTR cube and a live painting mural from acclaimed NYC artist Jason Woodside stole the show at Festival street.

The Results


  • 2 unique, colourful & interactive spaces that told the story of ARTO LIFEWTR, showcased the Series 1 bottle artwork & offered attendees shareable, creative photo opportunities.
  • Interactive projection-mapped walls where guests’ movements were transformed into bottle artwork
  • Custom fabricated LIFEWTR Cube, back-lit product displays
  • Multiple interactive photo opportunities:
    • A multiple-layer Series 1-inspired selfie zone featuring artwork by Craig & Karl
    • A spinning colour ‘Spectrum Wheel’ to create a physical photo/video lens, perfect for social sharing
  • Light diffraction window treatment – creating a visual where all light sources transform into rainbows shining down onto the dance floor
  • Earned media across all platforms – TV, print, and online – total reach 1.2mil
  • 416,204 social media impressions with hashtag #thirstinspiration

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