For the first time in 2019, Vitasoy was participating in the largest sports and health festival in the world – IRIS: Your Escape, held in the Central Waterfront Activity Space from 21st to 22nd September. The first creative plant milk Pop Up Café was set up to introduce limited edition plant milk-based coffee and other special drinks. On Air Collective was responsible for concept development, media and influencers invitations, media outreach as well as production design.