2012 marked the third year of the “SoBe Skinsuit” campaign—an initiative that featured a model wearing nothing but a painted-on swimsuit representing a SoBe flavor. SoBe needed a way to keep things fresh, all while representing the new line of hydrating beverages, SoBe Lifewater with Coconut Water.
The campaign was shot in and around South Beach, the cultural home and eponymous inspiration for SoBe. Along with the SI print campaign, the Firstborn team captured footage for a behind-the-scenes 360-degree experience that lived on the relaunched HTML SoBe.com. Users could engage with Yvonne and the Skinsuit, seeing her from every angle and sharing images across multiple social channels. The 360° was also featured in takeovers on SportsIllustrated.com, bringing users up close and personal with a swimsuit model. The footage even lived in the Sports Illustrated iPad app. Call it Skinsuit on-the-go.
To cap off the coverage, we created an exclusive, interactive sizzle unit that lived in the YouTube masthead for one day only: Valentine’s. SoBe is nothing if not romantic.