CONTEXT

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AFTER A SURVEY, THE BRAND CHAUDFONTAINE REALISED THAT 60% OF THEIR CONSUMERS DIDN’T KNOW WHERE NATURAL WATER COMES FROM. THEY EVEN FORGOT HOW IMPORTANT IT IS TO DRINK WATER AND OFTEN ONLY DRINK FLAVOURED WATERS OR SODAS.

 

IDEA

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WE WANTED TO BRING PEOPLE CLOSER TO NATURE AGAIN AND CREATED THE URBAN EXPO ‘NATURALLY SURPRISING’. THROUGH A VAST SERIES OF OUTDOOR BILLBOARDS, WE SHOWED CITIZENS THAT THE VERY BRICKS THEY WALK ON, OR THE STONE THE SIDEWALK IS MADE OF, ARE ALL PART OF A SUB-TERRAIN FILTERING SYSTEM THAT TAKES THE WATER THROUGH A PURIFYING PROCESS THAT TAKES UP TO 60 YEARS. THE BILLBOARDS WERE REINFORCED WITH SPOTIFY, MAKING IT A GUIDED AUDIO TOUR. THIS OUTDOOR EXPO TOOK PLACE IN 4 MAJOR CITIES IN BELGIUM AND HAD QUITE THE RETURN ON SOCIAL MEDIA.

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CREATED BY BLONDIAU & LEO BURNETT

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CREDITS

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CONCEPT PROVIDERS: CELESTIN METENS & SIMON DETOURNET

COPYWRITERS: CELESTIN METENS & JORIS LUYTEN

DESIGNERS: CHRISTOPHE VAN TRICHT

CREATIVE DIRECTOR: SOPHIE DE PLECKER

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CLIENT: COCA COLA / CHAUDFONTAINE

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