Death to boring sampling

The Brief in Brief

As headline sponsor at Download Festival 2024, Liquid Death wanted to make a lasting impression — something as bold and unconventional as the brand itself. Our challenge was to deliver a high-impact, morbidly memorable presence that would cut through the noise and embody their "Murder Your Thirst" ethos.

What We Did

We brought the Liquid Death experience to life (ironically) by rolling out their branded hearse and iconic coffin sampling station in the VIP area — a chillingly brilliant nod to the brand’s rebellious tone. Alongside this, we distributed 20 Liquid Death-branded fridges across the festival site, ensuring ice-cold water was always within reach. And to top it off? A dedicated Liquid Death cocktail bar that served up custom drinks to fuel the crowd’s thirst.

Why It Worked

With standout visuals and tongue-in-cheek theatricality, the activation nailed its mission, becoming one of the most talked-about installations at the festival. The coffin cooler alone had festivalgoers queueing for a taste, and the fridges gave the brand reach far beyond the VIP zone. Death has never tasted this good.