Publicis Italy
Tue, 03 May 2022 16:38:07 GMT
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BONAQUA Rethinks the Value of Water for Latest Campaign
Publicis Italy reveals the 'Live 'Till the Last Drop' work
Guzzled water. Chugged water. Gulped-down water. The moments after people live life to the fullest require water. Lots of water. With this backdrop, the BONAQUA brand is unveiling its ‘Live ‘Till The Last Drop’ campaign, giving consumers a way to rethink the staple.
BONAQUA’s approach celebrates the physical moments that make us thirsty, no matter how messy, awkward, or exhausting they are. The brand is positioning itself as the water to be chugged, not sipped. BONAQUA presents everyday heroes that people can identify with: the exhausted entrepreneur, the worn-out dad, the unexpected living room karaoke sensation, the Boomer beach DJ, among others.
‘Live ‘Till The Last Drop’ introduces five 20-second short stories illustrating moments where water can quench our thirst. Each short begins with an unconventional hero gulping down water after an activity that plays out as the story progresses. Through counter-intuitive storytelling, BONAQUA champions the uneventful moments when people are engaged in their passions, while spotlighting the central role of a chuggable bottle of water as the rightful finale.
"While other brands focus on full or even unopened bottles of water, BONAQUA challenges that narrative, showing that water is meant to be consumed with gusto. And the best way to do it is by following your passions," said Cecilia Ortiz, sr. director global Water Brands. "We want consumers to see themselves represented as the everyday heroes they are, living with enthusiasm and zest. They'll know they are succeeding when they need to catch their breath and quench their thirst, and only a guzzled bottle of water will do."
‘Live ‘Till the Last Drop’ will also be activated across social media and out-of-home, with creative assets that bring to life the videos’ themes and challenge consumers to embrace their own passions. The campaign was created in partnership with Publicis Italy.
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Client
CLIENT: THE COCA-COLA COMPANY
Global Hydration Category President: Matrona Filippou
Sr Director Global Water Brands: Cecilia Ortiz
Global Creative Strategy Director: Islam ElDessouky
Global Sr. Creative Content Manager: Laura Legrenzi
Global Producer: Elsa Casadevall
Global Producer: Maria Silva
Global End to End Sr. Director: Mariano Moro
Agency
AGENCY: PUBLICIS ITALY
Global CCO Publicis WW: Bruno Bertelli
CCO Publicis Italy: Cristiana Boccassini
CCO Publicis Italy: Mihnea Gheorghiu
Global Executive Creative Director: Davide Boscacci
Senior Creative Director: Conor Barry
Senior Creative Director: Thiago Jacon
Art Director: Victor Lopez
Copywriter: David Casares
Global Strategy Lead: Major Steadman
Chief Strategy Officer: Raluca Kovacs
Strategic Planner: Alex Moore
Global Client Lead: Lorenza Montorfano
Global Business Lead: Aelita Goncharova
Global Project Lead: Lucie Garbieńová
Group Account Director: Mirjana Slavkovic
Account Executive: Giosella D’Amato
Global Client Partner: Tiya Fazelbhoy
Head of AV Production: Shereen Mostafa
Chief Creation Officer: Francesca Zazzera
Strategy
STRATEGY: Eatbigfish, the challenger brand consultancy.
Strategy Director: Ben Cooper
Production
PRODUCTION HOUSE: ANORAK film GmbH
Director: Hanna Maria Heidrich
DP: Jamie Ramsay
Executive Producer: Catherine Baikousis
Producer: Toni Jaschke
Product Care: Nicole Van Dieck
Editor: Sabine Panek
Photographer: Uwe Duettmann
Servicing
SERVICING PH: ROMANCE Films
Executive Producer: Rozanne Rocha-Gray
Production Designer: Wendy Fredriksson
Stylist: Gabrielle Zarandah
Service Producer TVC: Helmke Möller
Post Production
POSTPRODUCTION: PRODIGIOUS ITALY
Head of Pre-press: Laura Negrini
Senior Art Buyer: Rossana Coruzzi
Pre-Press Production Manager: Domenico Antonucci
Head of Video Postproduction: Alfredo Beretta
Genres: People, Comedy
Categories: Soft Drinks, Water
Publicis Italy, Tue, 03 May 2022 16:38:07 GMT
