Spotted! Vitamin Water lifts partiers on Robson St.
The brand's transit shelter OOH cleverly plays up the winter theme of the Games while creating a photo opp for the hundreds of thousands of Olympic partiers.
Parked on what is probably the busiest pedestrian walkway in Canada right now, it wouldn’t be crazy to say that Vitamin Water’s chairlift OOH on Robson St. in Vancouver will likely appear in thousands of photo albums around the world after this week is through.
The transit-shelter ad transforms the translucent-walled bus shelter with its standard wood-slatted bench into a chairlift. Decals made to look like a bench-back and chairlift framing surround the bench itself, and two pairs of vinyl skis are stuck to the ground, giving the impression of sitting on a lift while waiting for the bus.
The tie to Vitamin Water is in the ad unit, which features a skier on a wide-open expanse of snow and text that says ‘Try Vitamin Water. It makes the daily routine feel like an Olympic event.’
The installation is part of Coca-Cola-owned Glaceau Vitamin Water’s Olympic-themed campaign, which features these transit shelter activations in downtown Vancouver and Richmond, as well as Olympic-themed bottle labels and free product giveaways on Robson St. Creative for the Olympics campaign was handled by Ohio’s Brokaw, and media was handled by Cossette.