FrontRunner and Caliwater debut Benson Boone campaign on Atlanta skyline

FrontRunner and Caliwater projected a 16-story brand activation in downtown Atlanta on Saturday night, using the FIFA World Cup crowd outside Mercedes-Benz Stadium to launch Caliwater’s new Benson Boone commercial and Dragon Fruit flavor worldwide. The event kicked off FrontRunner’s projection series, with more brand experiences planned during the tournament.

Why it matters: - The activation showed how large-scale projection mapping can turn major sports moments into public brand experiences. - The display reached fans outside Mercedes-Benz Stadium during FIFA World Cup festivities, giving Caliwater a high-visibility launch for its new campaign and Dragon Fruit flavor. - FrontRunner used the event to start a broader projection series tied to the tournament.

What happened: - FrontRunner and Caliwater projected a 16-story spectacle onto 130 Luckie Street NW in downtown Atlanta on Saturday night. - The activation ran from 9:00 p.m. until midnight after the FIFA World Cup match between DR Congo and Uzbekistan. - The projection marked the global debut of Caliwater’s newest commercial featuring Benson Boone. - The display also highlighted Caliwater partner Demi Lovato.

The details: - The building stands just steps from Mercedes-Benz Stadium. - The projection illuminated one of downtown Atlanta’s most prominent buildings and reached fans leaving the stadium. - FrontRunner said the installation is the first of several premium projection mapping activations it will deliver for Caliwater and other brands during the rest of the FIFA World Cup. - FrontRunner said the campaign showed how iconic locations can become cultural stages for shared experiences. - Caliwater introduced its new Dragon Fruit flavor in the campaign. - The company described the moment as a world debut for the Benson Boone commercial.

Between the lines: - The event reflects a shift in out-of-home advertising toward immersive, location-based storytelling rather than static placements. - The World Cup setting gave the brands a built-in crowd and a global sports backdrop, which likely increased the value of the projection as both an ad and an experience. - The emphasis on Benson Boone and Demi Lovato suggests Caliwater is leaning on pop-culture reach to broaden awareness beyond beverage shoppers.

What's next: - FrontRunner plans additional projection mapping activations for Caliwater and other brands during the rest of the FIFA World Cup. - The company is continuing to expand its use of landmark architecture as branded canvases across North America. - Caliwater is expected to keep building its presence through partnerships and consumer experiences.

The bottom line: - FrontRunner and Caliwater used Atlanta’s World Cup spotlight to turn a building into a giant launch platform for a new campaign and product flavor.