Creativity

VitaminWater: Restore 22.12

The water you drink after the world ends.

Published on Dec 26, 2012

Editor's Pick

We know the end of the world came and went without so much as a whimper, but this smart, on-brand campaign from Sid Lee Paris and VitaminWater is still notable. To promote its "Restore" flavor, which is water you drink after a rough night, the brand created a special edition "22.12" bottle that promises to give you the strength you need the day after the world ends -- to dodge asteroids, clean yourself up, and repopulate the earth with some help from strangers. The limited edition bottles were distributed in France on Dec. 21, and the labels featured special tips to help the survivors get back on their feet.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Credits

Date
Dec 26, 2012
Agency:
Sid Lee Paris
Client:
VitaminWater

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.