From the Sponsor
The New York Festivals Creative Preview offers a sneak peek at select entries submitted to 2016's New York Festivals International Advertising Awards competition. The 2016 World's Best Advertising award winners will be announced May 19 at Lincoln Center's Frederick P. Rose Hall in New York.
In this Creative Preview, NYF showcases Rosapark France's brand activation campaign "Wave," submitted for client Tribord promoting its new Izeber50 life vest.
Rosapark took its street team to the seashore to crowd sample cans of WAVE, a faux energy drink, to unknowing pedestrians. The cans contained "100% seawater" and sported the tagline "Make this your last taste of drowning."
New York Festivals asked Julien Saurin and Nicolas Gadesaude, the creative team behind the idea, about the inspiration for the campaign. "The initial creative impulse was the desire to give people a taste of drowning, and from there it was a quick step to asking people to drink seawater," Mr. Gadesaude says. "Of course, no one would want to drink seawater voluntarily, so we knew from the beginning that we would have to trick them into doing it. That's how we arrived at the idea of creating a false drink brand called WAVE and handing out free samples of it."
Says Jamie-Edward Standen, creative director, Rosapark France, "The biggest challenge was the production of the cans of seawater. We weren't going to produce hundreds of thousands of them for our events, but we still needed a lot, and it took awhile to hunt down a supplier willing to do a limited run. We then had to work out what to put inside. We didn't literally scoop the water out of the ocean -- wouldn't want to poison anyone -- but we worked with a laboratory to make a sterile solution with the exact same level of salinity. So of course it tastes just as disgusting as a mouthful of surf."
To view "Wave" and find out more, visit the New York Festivals website.About the Sponsor
New York Festivals World's Best Advertising is recognized worldwide as a touchstone for global creative excellence in advertising and marketing communications. Starting in 1957, NYF now receives entries from 90 countries in all media in the following competitions: Activation & Engagement, Avant-Garde/Innovative, Branded Content/Branded Entertainment, Creative Marketing Effectiveness, Design, Digital, Direct & Collateral, Film (Cinema/Online/TV), Film Craft, Film -- Best New Director, Integrated/Mixed Media Campaign, Media (Best Use of), Mobile, Outdoor/Out of Home, Package & Product Design, Print, Public & Media Relations, Public Service Announcements (PSA), Radio and Student.