five:am was founded with the vision to bring healthy, organic & great tasting yogurt to the mass market. Five:am sponsored the Falls Festival and needed to activate across 3 days in 3 different states. The goal was to help patrons “wake up and be amazing” in a very practical sense.
STRATEGY + EXECUTION
To align the brand with the five;am lifestyle we took a regular 20ft Shipping Container to Byron Bay (NSW) and converted it into a beach shack canteen. We designed activities to help people relax and unwind through a “silent disco” –patrons could put on headphones and enjoy a 10-minute guided meditation track. Custom colouring in books for patrons to chill out with.
Another key element was hip-hop yoga - a unique take on traditional flow yoga. This activitation helped patrons brush off the night before, and represented the “wake up, be amazing” culture of five:am. Over 300 festival goers thought this was the ideal way to start their day. For the Marion Bay (TAS) and Lorne (VIC) we designed branded tents and provided sampling where we gave away 3000 product samples each location
I am really proud of our brand, and our team – Kate H and Chris (our activations manager from Tom Thumb). Between the 3 of us, we somehow managed to pull together this wonderful event, so on brand, and within budget.
Chris was invaluable while we were there, we didn’t see a single hiccup thanks to his organisation and meticulous attention to detail, I 100% would recommend him to any of our other brands looking for someone to assist with an event.
Brand Manager - PZ Cussons
(excerpt from client email to team)