V Energy has had a long and illustrious partnership with music festivals, but despite the huge investment, the association with the brand was not always clear.
V Energy wanted to explore alternate ways of reinforcing the V proposition, "The massive hit that improves you a bit", without going down the traditional sponsorship route.
We uncovered the three crucial components to a music festival experience: having the energy to go the distance, not missing your favourite acts and a hassle-free user experience. We positioned V as the conduit to solving some of the biggest pet peeves at music festivals: queues and awful toilets - nay - queues to awful toilets.
We prototyped the world's first recycling-fueled festival toilet experience. Recycling a V can in one of the specialist recycling machines would give users an exclusive code for a toilet experience that was just a little bit better...