Winners & Shortlists


Entrant Company B-REEL New York, USA
Advertising Agency DROGA5 New York, USA
Production Company B-REEL New York, USA

Creative Execution

The sounds of gentle breezes accompany the story of how smartwater is produced, all before visitors have an opportunity to embark on a flight through the limitless sky. Responsive across all devices, the sky is rendered through a mix of WebGL, Canvas, and CSS 3D to ensure full support on IE9+, modern browsers and tablets. We use three.js for 3D calculations, then render with a custom 2D engine for optimal performance and GPU acceleration. A dynamic soundtrack responds as visitors fly through the sky and interact with the clouds.

The new brand look and feel was launched online to coincide with a national print campaign. Web traffic increased to our expectations. Smartwater gained significant earned media from creating a truly unique product experience.

The main goal of the relaunch of was to communicate the new brand positioning campaign: "Look up". Smartwater is made differently than most bottled waters in that it is vapor distilled and purified. The new messaging likened this to the water cycle in the sky so the website needed to convey this visually. A realistic look and feel was an evolution from the vector graphical style of past communications. Smartwater drinkers are playful people. They have an emotional connection to the brand because they feel it communicates something interesting about themselves by drinking it. We wanted to create an experience that embodied the spirit of the audience and reaffirmed their love for the brand as a smart addition to their lives.