Providing a platform for upcoming creative talent

Brand challenge

vitaminwater were looking to position themselves as a “fuel for idea” amongst the creative classes, including artists, designers, entrepreneurs, and media professionals.

Strategy

This audience are particularly cynical to marketing spin, and so this communication required an indirect approach to gain traction. Instead of bragging about the product, we needed to go out there and actually support creatives, just the way the brand say they do. And we knew there was nothing that creative people recognise more, than getting recognition themselves...

Action

We created the Shinebright Studio, a high profile gallery space where up and coming talent could display their work and have it promoted by our media network. In addition to visiting the space, aspiring creatives could learn and be inspired by a series of workshops hosted by established figures such as Jamal Edwards and Foxes.