Have attended Life Is Beautiful since its inception in 2013, 4 years ago. This year, under new ownership, it is expected to be profitable for the first time. That means one thing: they’ve sold more sponsorships/the festival will be more commercial. That said, I had a great time and even the brands that I anticipated would be a bad fit, were terrific.
Here are the 7 brand activations that totally killed it!! What made them so exceptional was a combination of:
- Concept – creative, fun AND perfectly aligned with the brand
- Execution – with extraordinary attention to detail
- Interactive/shareable elements
BEST IN SHOW: Vita Coco Water
Huge footprint, 2 full city blocks. Their location, at the farthest end of the festival, could have been a negative but their enthusiastic staff fanned out throughout the grounds with water slide inflatables, coconut trees and free products which put the brand on everyone’s radar and brought in huge crowds to play at Vita-Coco Beach.
Vita-Coco VW van (with coconuts on the roof)
Charging stations (coming out of a tree!)
Corn hole (this is clearly THE game of festivals)
Sharing stations to post to fb, insta etc.
See below for Runners Up and Honorable Mentions (along with photos).