We took care of doing Vitaminwater’s first campaign across the US in about 10 years. They said “please go crazy”. So we did.
Coming in over 15 varieties, from the “gutsy” to “focus” to “energy”, Vitaminwater feeds all the multitudes we have within us. All of our contradictions, personalities and mood swings.
From “do it tomorrow you” to “can’t stop won’t stop you” , this campaign celebrates how Vitaminwater is here to nourish each of your many sides.
I’m proudest of the print, where the idea of “nourish every you” was coming to life nicely through the stacked heads, shot by Romain Laurent.
We've spread our “nourish every you” message across all of the USA to OOH, Digital, Times Square, and pop-ups because when we start nourishing and acknowledging all of our sides (insecurities, complexities, and taboos, included), that’s how we get to “healthy.”
We’ve also collaborated with musical icon and dimensional muse, lil nas x, to create six mini music videos, showing how six different vitaminwaters nourish all of the you’s in you.
Agency: Wieden + Kennedy New York
Director: Tanu Muino
VFX & animation: Mathematics
Production Company: Riff Raff
Photographer: Romain Laurent
Group Creative Directors: Brandon Henderson & Marques Gartrell
Copywriter: Katie D’Agostine
Art Director: Cassandre Gouraud
Dream account, media and strat team: Sam Wagner, Bianca Nivik, Alexandria Splendore, Alexandre Viet-Nam Nguyen, Hannah Ward