The Vitaminwater Universe
To launch vitaminwater's new bottle copy, we created the vitaminwater universe, composed of "worlds" based on the new labels we wrote. What follows launched as OOH, social, digital, and cinema, and is considered canon in the VWCU (Vitaminwater Content Universe).
XXX / Summer Blockbuster
We followed the label’s instructions and created the summer's least-anticipated blockbuster: Dogs Lost In A Maze That Is Also In Egypt.
DLIAMTIAIE Teaser Trailer
Squeezed/Brandon's World
Brandon is a "self-made entrepreneur" who minored in business, has lots of career advice and little career experience, and refuses to cut his hair. His world began as a phone number on a Squeezed bottle.
When you dial the number on the bottle, you’re greeted by Brandon's assistant, who then promptly puts you (and leaves you) on hold:
When he’s not extremely busy, Brandon posts unsolicited advice to his dozens of followers on Linkedin.
Join his professional network today at www.linkedin.com/brandonsnetwork.
Focus/Kiwi-Strawberry University
The Focus bottle featured nonsensical word problems and prompted you to submit your answers to focusanswers@vitaminwater.com.
If you sent literally anything to the email address, you’d receive this auto-reply from “Dr. Professor” who’s taken a leave of absence from Kiwi-Strawberry University, home of America’s brightest minds.
"We Are K-SU" Promo
K-SU Website
You can still apply to Kiwi-Strawberry Class of 2020 at www.kiwi-strawberryuniversity.com.
Essential/The Essentials In My Bag
No true social campaign is complete without a horny influencer.
With Amy Wheeler
Creative Directors: Caleb Jensen, Jimm Lasser