Brand Campaign /It might as well be you
Role:
Senior Art DirectorYear:
2019
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To reinforce Essentia's iconic status in the premium bottled-water category, we tapped into their unique ionization process to draw a parallel between the water's process and that of overachievers. This inspired the creative platform "It Might As Well Be You," inviting overachievers to pursue their passions.The campaign came to life through a multifaceted approach, including a 60-second brand anthem, partnerships with high-profile overachievers like NFL QB Patrick Mahomes, and a suite of digital, social, and OOH content.
We refreshed Essentia's visual identity with bold, stylized photography and an iconic bottle lockup, reinforcing the brand's distinctive character. By positioning Essentia as the sole brand in the premium water category powering the resilience of overachievers, we began to forge a strong emotional connection with ambitious, goal-oriented consumers.
We introduced bold, stylized photography and a more iconic bottle lockup to reinforce the brand's distinctive character. Every visual element was crafted to exude confidence and aspiration. We plastered this new look and message across more than 130 OOH placements in key markets, ensuring our empowering message reached far and wide.
Credits
Client: Essentia
WaterAgency: Droga5
Role: Senior Art Director
ECD: Alexander Nowak
Creative Director: Marybeth Ledesma
Copywriter: Jordan Dodson
Head of Production: Mike Hasinoff
Production: Prettybird
Director: Matt Lambert
DP: Rina Yang
Editor: Mikkel Nielsen
Scope
Brand Positioning
Strategic Direction
Integrated Campaign
Creative / Art Direction
Video Production
Campaign Photography