Perrier: Street Art Campaign
Perrier is a 150-year-old brand that wanted to connect with savvy urbanites ages 25 to 40 around the globe. And in 2014, by tapping into the contemporary street art trend, it did just that. The brand partnered with three international graffiti artists to launch a limited-edition Street Art collection of glass and plastic bottles and a new can design. Their bold, youthful creations reflected Perrier’s unconventional brand personality and affinity for artists who challenge the cultural landscape. Then it threw a street-art inspired event at Colossal Media Group’s workshop in Brooklyn to tout the collection. Ten outdoor murals hand painted by Colossal brought the collaboration to the streets of New York City, Chicago, Los Angeles and Miami.
The Brooklyn launch event showcased nine original designs by the three artists—New York City native JonOne; Sasu, from Japan; and Kobra, from Sao Paulo, Brazil—and immersed more than 300 attendees in multi-sensory experiences, live talent engagements and stunning visuals.
Inside Colossal’s gritty artists’ workshop, a step-and-repeat made of chain-link fencing and Perrier bottles offered a non-traditional photo op. Perrier signage adorned the space and a chandelier made from its iconic bottles hung above the bar. Guests channeled their inner street artist on an interactive graffiti wall and dipped small bites into colored chocolate flowing from paint buckets. In Kobra’s space, they posed with models dressed in vibrant designs, then uploaded the images to their social channels. Attendees drew with acrylic markers on large Plexiglas screens in JonOne’s area, which resembled his paint-splattered studio. In the outside garden, a kaleidoscopic projection and three-dimensional florals recreated Sasu’s designs.
Mirrorball created four 90-second videos and four 15-second videos for social media, one for each artist and a global teaser video with all three. Mirrorball also oversaw the global production initiative that spanned three countries and resulted in key creative assets for international street art promotion.