vitaminwater toolkit 2019 
concept exploration


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: