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BONAQUA Rethinks the Value of Water for Latest Campaign

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Publicis Italy reveals the 'Live 'Till the Last Drop' work

BONAQUA Rethinks the Value of Water for Latest Campaign

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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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



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: Eatbigfish, the challenger brand consultancy.

Strategy Director: Ben Cooper



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



Executive Producer: Rozanne Rocha-Gray

Production Designer: Wendy Fredriksson

Stylist: Gabrielle Zarandah

Service Producer TVC: Helmke Möller

Post Production


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