VMLY&R - North America
Thu, 24 Apr 2014 11:46:26 GMT
Y&R New York is launching a new campaign on behalf of Drink Up, part of the Partnership for a Healthier America, the nonprofit devoted to solving the childhood obesity crisis.
Called “Talented, Yet So Humble,” this new campaign highlights water as the unsung hero behind many personal achievements. Because water is too modest to boast, Drink Up is on a mission to celebrate its powerful impact. The stars of this campaign are a trio of high achievers from throughout modern history – Albert Einstein, Mohammed Ali and Audrey Hepburn – who exemplify greatness in a number of different ways that water can help fuel.
In a series of archived photos, we see Einstein, Ali and Hepburn with drinking water at memorable moments, accompanied by the tagline, “Water. So talented yet so humble.” From powering through one of Ali’s legendary press conferences to fuelling Hepburn’s glamorous style to contributing to Einstein’s superior brainpower, water has been there. These images are being shared as online banners, digital OOH billboards, and as posters.
In addition to highlighting legends like Einstein and co., Drink Up is also looking to celebrate everyday people though the social media hashtag #spreadtthewater. On its website and over Twitter and Instagram, Drink Up will showcase images uploaded by the general public sharing their water-fueled accomplishments. The Drink Up site will serve as an ever-evolving gallery of images honouring water and the amazing people who thrive because of it.
Water continues to provide us the hydration we need to think, perform, and feel our best – so that we can go out and accomplish remarkable things. By looking to see the places it’s already been, Drink Up is hoping that people will be inspired to wonder where water will help us go next.
Jim Elliott: Chief Creative Officer, Y&R NY
Mike Wente: Executive Creative Director, VML NY
Bruce Jacobson: Creative Director, Y&R NY
Alan Vladusic: Creative Director, Y&R NY
Harsh Kapadia: Senior Art Director, VML NY
Alice Thomas: Senior Copywriter, VML NY
Letitia Jacobs: Executive Director of Content Production, Y&R NY
David Mindel: Senior Graphic Designer, Y&R NYview more - Creative
Categories: Associations, Corporate, Social and PSAsVMLY&R - North America, Thu, 24 Apr 2014 11:46:26 GMT