THE MATE MINDSET TOUR
Guayaki Yerba Mate
To fuel the creativity of Gen Z artists, this campaign revolves around an immersive Yerba mate showcase tour: “The Mate Mindset Tour”.
Experience vibrant live art exhibits celebrating Yerba Mate in five cities. Witness sustainable art creation, enjoy Guayaki Yerba Mocktails, and explore Guayaki Merch. Our campaign communicates the Mate Mindset through social, OOH, and installations, championing mindful living.
WHAT'S THE MATE MINDSET?
The Mate Mindset is the aspiration we ignite within individuals—a state of boundless creativity, conscious sustainability, and a deep longing for meaningful connections, both with others and with the world around them.
EVENT DESIGN
The Mate Mindset Tour presents a captivating opportunity to witness live artistry unfold across five vibrant cities: Los Angeles, New York, Austin, Atlanta, and Nashville. At each destination, we showcase the talents of four local artists who specialize in crafting masterpieces from sustainable materials. Guests are invited to immerse themselves in the creative process, witnessing live art creation firsthand throughout the event. Additionally, on social media platforms, we offer individuals the unique chance to have their own sustainable artwork showcased on-screen during the event, with their username proudly displayed for all to admire.
THE YERBAR
The Yerbar is a lively focal point within our event, offering Guayaki Yerba Mate-infused mocktails that delight the palate. For those seeking simplicity, plain Yerba Mate cans are also available for purchase. Here, guests can immerse themselves in the diverse array of user-generated content featuring sustainable artwork submitted from around the globe. This platform provides an inclusive space for artists to showcase their creations, even if they couldn't physically attend our events. Additionally, patrons have the opportunity to contribute to our cause by purchasing a recycled aluminum Guayaki-branded cup for a fee of two dollars. Every purchase serves as a meaningful donation to the Sustainable Arts Foundation, furthering our commitment to promoting sustainability through art.
FROM JUNGLE TO CAN TO CANVAS: A VR EXPERIENCE
Embark on an unforgettable journey in each participating city as you delve into the captivating tale of Guayaki Yerba Mate, from its inception to consumption, through an immersive VR experience. Step into the lush landscapes where the Yerba mate plant is harvested, uncover the rich origins of Guayaki, and discover how this invigorating beverage serves as a catalyst for unleashing your creative potential.
OUT OF HOME
SCULPTURAL INSTALLATION
Crafted from found materials and embellished with abstract live greenery, this sculpture is a stunning embodiment of all things Yerba Mate. Positioned in each of the tour's five cities, it serves as a beacon, igniting curiosity and enthusiasm for both the brand and the event itself. This captivating installation not only captivates the eye but also underscores our deep-rooted values of sustainability, creativity, and connection. Every aspect of this mesmerizing artwork is steeped in symbolism, reflecting our steadfast dedication to environmental stewardship. As you gaze upon the harmonious blend of repurposed materials and flourishing foliage, contemplate the profound interplay between nature and community, woven intricately into the fabric of our ethos.
SOCIAL
WEBSITE
MERCH
BRAND FILM
THE TEAM:
Carson Page- Creative Strategy/Graphic Design
Cameron Otoole- Copywriting/ Brand Film
Alexis Palmer - Brand Strategy/ Event Design
Lyndsey Gordon- Art Direction/ Creative Conception
Matt Muniz- Graphic Design