Antarctic created the vitaminwater social club, transforming a traditional brand activation event into an audience-led movement of advocates. The vitaminwater social club ran for 30 days in total with 55 events in the heart of Seattle’s Capitol Hill neighborhood, ignited by third-party involvement from world renowned .org’s such as 826.org, top-tier media hubs, and high-profile bands including Macklemore.
Production, Strategy, and Spatial Design
vitaminwater wanted to go back to their roots and reconnect with their original demographic of trendsetters and influencers. The brand had become lost in grocery store aisles and began to depend on buy one get one free coupons as opposed to actually connecting with their community. We needed to find a way to creating a real connection with the community of Seattle.
We proposed a radical idea of creating a pop-up venue, 100% free for the Seattle community and connecting each event to a cause based organization in the area. Each weekday started with a fitness or yoga class with each evening ending a in party or event. We choose a prime location, dead smack in the middle of the Capitol Hill Block Party, a 3 day sold out event with over 20,000 people in attendance, and timed it’s culmination of the vitaminwater social club to coincide with the sold out Capitol Hill Block Party.
The final product included a 2500 square foot space, custom designed, installed and built with interactive technology to entertain guest. 55 programmed events with 30 different partners in 30 days.