Winners & Shortlists

VITTEL REFRESH CAP

Short List
TitleVITTEL REFRESH CAP
BrandVITTEL - NESTLÉ WATERS
Product/ServiceVITTEL
Category A03. AMBIENT MEDIA: SMALL SCALE (INCL. PREMIUMS & GIVEAWAYS)
Entrant Company OGILVY FRANCE Paris, FRANCE
Advertising Agency OGILVY FRANCE Paris, FRANCE
Credits
Name Company Position
Chris Garbutt Ogilvy Paris Chief Creative Officer
Frederic Levron Ogilvy Paris Creative Director
David Martinangelus Ogilvy Paris Copywriter
Chris Rowson Ogilvy Paris Art Director
Bastien Baumann Ogilvy Paris Art Director
Jeremy Bouchet Ogilvy Paris Art Director
Olivier Brechon Ogilvy Paris Art Director
Marie Cécile Pelle Lancien Nestlé Waters Marketing Director
Guillaume Gachet Nestlé Waters Brand Manager
Benoit De Fleurian Ogilvy Paris Head Of Integrated
Myriam Nouicer Ogilvy Paris Account Supervisor
François Phan Ogilvy Paris Project Manager
Laure Bayle Ogilvy Paris Head Agency Producer
Diane De Bretteville Ogilvy Paris Agency Producer
Linda Belkadi Producer
Ova Design Product Design
Le Comptoir Du Son Et Des Images Music Production

The Brief

People know they have to drink more and have the intention to do so but they just forget. Despite all the messages from brands or the government to push them to drink water, 80% of the population still doesn't drink enough water to be properly hydrated because they just simply forget. The brief: how to prompt French people to drink more water and promote Vittel as a partner for a healthier life through a surprising and original idea?

Creative Execution

When a mineral water brand starts to design vitality accessories, it brings a new role for brands in their categories. More than products, Vittel brand is now launching a true customized service to inspire its consumers, and concretely help them address the source of their issue in a simple and never-done-before way.

Describe the creative solution to the brief/objective.

We found an original, not conscionable and irresistible way to remind people 'I have to drink a glass a water' with our refresh cap. The refresh cap pops up a Vittel flag every hour and gently reminds you to drink. A strong and simple idea that people would talk about.

Results

When a mineral water brand starts to design vitality accessories, it brings a new role for brands in their categories. More than products, Vittel brand is now launching a true customized service to inspire its consumers, and concretely help them address the source of their issue in a simple and never-done-before way. Thanks to the success of this program, Vittel is now studying to expand this idea to several other markets and to launch a massive media plan around it.