Mike’s Hard Water: Mike’s Pool Bar

The background

Every year, many people partake in “Dry January”—a month-long break from drinking alcohol. Mike’s wanted to tap into this healthy mindset and give the month a fun twist. So, to remind people that you can be calorie-conscious without giving up alcohol completely, we encouraged people to celebrate “Damp January”—drinking in moderation without going cold turkey—instead.

The execution

We created a summery pool bar and invited guests to catch a break from the wet, windy weather outside. The multisensory experience lets them play with Instagrammable inflatable pool toys, lounge in deck chairs amidst tropical plants, watch the sunset, and order Mike’s Hard Sparkling Water from a tiki bar.

The true centerpiece that really set the mood was a giant tropical waterfall and pool. Rather than bringing hundreds of liters of water into a bar, we projection-mapped it onto the wall and floor with eight projectors. As guests “swam” and “waded” in the water, they were surrounded by tumbling lemons, limes, and black cherries, representing the natural, refreshing flavors of Mike’s Hard Sparkling Water.

There was also a setting sun, which required two more projectors. To top it all off, we brought some much-needed warmth to people’s days by installing special lighting to help combat Seasonal Affective Disorder.

The results

The event went very smoothly and a great time was had by all. The biggest highlight of the project was watching Londoners get a break from the cold January weather and enjoy a warm, sunny evening. We’re glad to have helped people fight off winter blues for a night, and remind them that Mike’s can help them embrace a healthier lifestyle without cutting out all of the fun.