Glaceau Vitamin Water are part way through a campaign that utilises the immediacy of digital OOH in a particularly innovative way. Giant Transvision screens on rail station concourses are showing thousands of different creative executions that reference real individual members of the public while they wait for their trains !‘yo dude with the big desert back pack yeah you under the clock give us a wave !’
Full press release below:
The streets of Britain will be gloriously colourful this summer as glacéau vitaminwater® helps millions of us on-the-go Brits get more of the vitamins and hydration we need to get through the long (and if we’re lucky hot and sunny too) summer days.
From 15 June a rather colourful summer campaign oozing humour, cheekiness and glacéau vitaminwater® attitude and love will appear across some of the nation’s most iconic outdoor media sites, billboards, special builds and innovative digital formats. the campaign breaks in 17 key cities across GB (w/c 15 June), from London to Liverpool and Bristol to Edinburgh.
The six week campaign will focus on simple impactful rainbows of colour and cheeky slogans with bags of glacéau-ittude bringing to life both the brand personality and showcasing each of the six delicious flavours (and unique blend of functionality) in the range.
Innovative digital formats will tailor communications to each location and individual consumers, while one of london’s most iconic landmarks, the imax, will brighten up londoners’ days with the vibrant glacéau rainbow.
In addition a nation-wide young design initiative will see an artistic interpretation of the brand campaign take over a statuesque London billboard at Cordy house in ‘too cool for school’ Shoreditch. squads of Glacéau tasting vehicles (aka gtvs) will be on the roads of britain’s cities over the summer hydrating people on-the-go with new york’s original, great tasting enhanced water at key events across gb and throughout the festival season.
Phillippa Classey, Glacéau vitaminwater® said “this summer we’re going to be painting Glacéau rainbows in cities across GB, brightening up peoples’ day and making them smile in the current climate!”.
Glacéau vitaminwater is more than just a low calorie, great tasting active lifestyle drink, only one year on from launch it has become a firm favourite with those in the know and is constantly ‘spotted’ in the hands of our favourite celebs. But it’s just not the celebs that are loving it, each of the six different glacéau vitaminwater® has a specific purpose to get you through the day and us brits are enjoying glacéau vitaminwater® on the go, at work, with their meals and when we’re having fun. you can expect it find it at locations across the uk, from your local delis to supermarkets. There are six great tasting varieties power c, essential, spark, multi-v, revive, defense