Gray Whale Gin Ocean Love Activation

Gray Whale Gin infused new life into a converted 1978 Volkswagen Bus, the centerpiece of its Ocean Love Tour 2022. A highly visible element coated in the brand’s signature turquoise and whale tail, the VW Bus by BoxPop traveled to several music festivals and events, drawing attention to the campaign’s ocean conservation initiatives while creating a fun, interactive atmosphere through its pop-up gin bar. A specially engineered roof hinged open to reveal the bar and serve as a backdrop with the drink menu. An accompanying shipping container modified as a walk-through installation featured a 360-degree LED display and built-in audio that transported attendees to the seaside with crashing waves and ocean scenes. More than 75 custom-cut exterior fins and a massive whale tail adorned the container. A lit marquee and custom slat walls completed the activation. Adhering to a conscientious design, renewable and sustainable materials were utilized in the van’s conversion and the construction of the shipping container installation. The van featured wood elements rather than plastics or laminates, and it housed solar panels on the roof, which fully serviced the vehicle’s LED interior lighting and electronics, including two slushie machines and a refrigerator. At the end of the event, the bus could be packed down and driven to the next destination.