vitaminwater toolkit 2019
In 2019, we were asked to create a fun campaign to disrupt the monotony of grocery stores.
idea: let’s poke the bear and “certify” vitaminwater drinks as the funner choice.
Creative Director: Megan Cross
ACD/Copywriter: Amy Creyer
ACD/Art Director: AJ Croce
Copywriter: AP Chaney
we made up a new regulatory agency, launched with a .gov-style manifesto:
the FDIA made a faux PR announcement on the faux twitter:
online, we gave consumers a peek at the FDIA certification process:
delightful billboards playfully dramatized key benefits of vitaminwater:
and ultimately, we drove shoppers to choose the FDIA-approved drink with dedicated pos: