An Outdoor Exhibition
by Chaudfontaine
CONTEXT
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
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.
CREATED BY BLONDIAU & LEO BURNETT
CREDITS
CONCEPT PROVIDERS: CELESTIN METENS & SIMON DETOURNET
COPYWRITERS: CELESTIN METENS & JORIS LUYTEN
DESIGNERS: CHRISTOPHE VAN TRICHT
CREATIVE DIRECTOR: SOPHIE DE PLECKER
CLIENT: COCA COLA / CHAUDFONTAINE