ACTIVATION: LVL UP NOOSA MAIN BEACH CABANAS
Situation:
In January 2026, Movement Agency worked closely with Australian hydration brand LVL UP to take a cultural moment out of the online debate and onto the sand - bringing the great beach cabana conversation back to where it all kicked off, Noosa Main Beach.
From early morning, Movement lined the beach with hundreds of branded cabanas, alongside custom towels and complimentary hydration samples, available free to the public on a first in, best dressed basis, effectively turning the internet argument into a very real, very visible moment on the sand.
The activation invited beachgoers to experience the LVL UP brand firsthand, offering a unique opportunity to trial its electrolyte supplements in a setting that felt natural and authentic. Beyond the visual impact, the experience served a broader purpose. In a country with the world’s highest melanoma rates and with dehydration affecting 4 in 5 Aussies daily, LVL UP used a familiar cultural moment to land a timely message around sun safety and hydration, reminding Aussies to stay shaded, sun safe and hydrated while enjoying summer.
The cabanas were snapped up in under 10 minutes, highlighting both the relevance of the idea and the appetite for meaningful brand experiences that show up where culture already exists.
Strategy:
Movement Agency developed and delivered the activation to leverage a conversation already playing out across Australian beaches and social feeds. Rather than weighing in online, LVL UP brought the debate back to where it started on Noosa Main Beach - a location that naturally aligned with the brand’s active, health conscious audience and everyday hydration use.
Designed to be tangible, shareable and inherently relevant to its audience, the activation successfully tapped into Australian summer culture to reinforce LVL UP’s core message around hydration and wellness.
The cabanas integrated seamlessly with the brand’s fun and energetic identity, creating a natural and engaging way for consumers to interact with the brand, while encouraging product trial, delivering strong visible brand presence and associating it with positive and memorable summer experiences.
Services Provided:
Creative ideation and strategy
Full scale activation planning and production
Message development
Hydration sampling and experiential giveaway execution
Social Media Strategy and Content Creation
On-site community engagement
Press and Media Coordination
Results:
The LVL UP Noosa Main Beach activation achieved strong national media coverage and successfully tapped into a timely conversation, resonating with both positive on-ground engagement and wider social media audiences.
The cabanas proved highly popular with beachgoers, generating positive public interactions, high impact visual content and strong organic social sharing. By activating in a high traffic, relevant location, the experience drove brand awareness and encouraged product trial in a natural and authentic setting.
The activation left a lasting impression, reinforcing LVL UP’s position as a brand that shows up for its community and champions hydration, sun safety and wellbeing during the Australian summer.
