Despite V’s ongoing partnerships with and presence at music festivals. The brand’s role and association with festivals was not clear to consumers
Time spent in lines and grubby toilets is time away from your favourite acts
We reinforced the V proposition 'The massive hit, that improves you a bit' by positioning V as the conduit to solving festivals largest hurdles: toilets and lines (specifically: toilet lines).
We prototyped a ‘World First’ recycling fueled festival toilet experience, trading V cans deposited in our specialist recycling machines for an exclusive code to access a toilet experience that was just a ‘bit better’.