McCann Creates 'The Fountain of Electrolytenment'

 

McCann Erickson, New York, introduces 'The Fountain of Electrolytenment' for Nestle Waters, the first interactive water installation that answers questions in real time. Supporting the launch of resource 100% Natural Spring Water, the fountain will be featured at The Grove, Los Angeles, from May 3 to 6, 2012.

 

'The Fountain of Electrolytenment' combines custom engineering, water technology, scenic design and artificial intelligence to create the first experiential fountain of its kind.  Questions posed to the fountain will be answered in real time as a scripted sheet of water. Users can ask multiple questions, queue up and discover “total Electrolytenment” through this playful interactive installation.

 

Designed to delight, surprise and uniquely engage audiences, the fountain is a featured element in the Southern California launch campaign for resource 100% Natural Spring Water, a sustainably-sourced natural spring water from Nestle Waters North America containing naturally-occurring electrolytes for taste and packaged in a bottle made of 50-percent recycled plastic. The campaign includes print, outdoor, digital advertising and social media supporting the brand’s “It’s more than hydration, it’s total Electrolytenment” positioning.

 

“We are thrilled to kick off resource's Southern California launch with The Fountain of Electrolytenment,” said Larry Cooper, senior marketing manager for resource. “The innovative and engaging installation literally brings the brand personality to life. Given our consumers' holistic mindset and affinity for discovery, we are excited to introduce them to the all-knowing fountain.”

 

To create the fountain, McCann--led by the creative team of David Waraksa, associate creative director/art director, Don Marshall Wilhelmi, associate creative director/copywriter, and Daniel Kim, creative director/art director--partnered with award-winning VFX shop FrameStore (Harry Potter and the Deathly Hallows, The Golden Compass).

 

"The Fountain of Electrolytenment brings the resource campaign to life in a truly magical way," said Wilhelmi. "The brand is giving people the chance to do something they have never been able to do -- have a real-life conversation with water."

 

The team collaborated with industrial design pioneer Steve Pevnick (father of fountain-scripting technology), LA scenic arts hot-shop Jet Sets and UK-based sustainable design specialists CURB, which created the fountain’s living moss elements.

 

The installation was produced with events/promotions agency Ryan Partnership and public relations firm Cone Communications.

 

Click the link to view the work: http://bit.ly/Irw3T4

 

Credits

Agency: McCann Erickson New York

CCO/Chairman: Linus Karlsson

ECD/Vice Chairman: Andreas Dahlqvist

ECD: Craig Markus

Creative Director: Daniel Kim

ACD/Copywriter: Don Marshall Wilhelmi

ACD/Art Director: David Waraksa

Chief Production Officer: Brian DiLorenzo

Executive Producer: Catherine Patterson

Senior Integrated Producer: Geoffrey Guinta

Senior Integrated Field Producer: Adam Cucurull

Production Company: FrameStore

Executive Producers: Bryan Roberts, Mike Woods, Selena Stokes

Industrial design: Pevnick Design

Scenic Design: Jet Sets

Art Director: Danny Rogers, Design For Film

Audio Design: Event Production