Title | SPREEQUELL CAMPAIGN 2019 |
Brand | SPREEQUELL MINERALBRUNNEN GMBH |
Product/Service | MINERALWATER |
Category |
B03. Posters |
Entrant
|
JUNG VON MATT Hamburg, GERMANY
|
Idea Creation
|
JUNG VON MATT Hamburg, GERMANY
|
Additional Company
|
SPREEQUELL MINERALBRUNNEN Berlin, GERMANY
|
Credits
Till Eckel |
Jung von Matt AG |
Executive Creative Director |
Sven Rebholz |
Jung von Matt AG |
Managing Director |
Tim Schmitt |
Jung von Matt AG |
Creative Director |
Stephen Quell |
Jung von Matt AG |
Creative Director |
Julian Schnaars |
Jung von Matt AG |
Art Director |
Maximilian Lange-Brandenburg |
Jung von Matt AG |
Copywriter |
Elise Chastel |
Jung von Matt AG |
Junior Art Director |
Carlos Rodriguez Torre |
Jung von Matt AG |
Art Director Motion |
Lauritz Fittkau |
Jung von Matt AG |
Trainee |
Jana Bähr |
Jung von Matt AG |
Account Manager |
Annika Schanne |
Jung von Matt AG |
Junior Project Manager |
Yasmin Laerum |
Jung von Matt AG |
Project Manager |
Matthias van de Sand |
Jung von Matt AG |
Head of TV |
Magnus Höltke |
Jung von Matt AG |
Head of Stategy |
Background
The brief was to create an OOH print campaign for Berlin water brand Spreequell starring sparkling, medium and still water that aired in Berlin only, in summer 2019.
With very limited budget, most assets were produced in-house.
The billboards (18/1), CLPs and digital CLPs ran in three flights from June to September.
Describe the creative idea (40% of vote)
As long as it doesn’t come from the tap in Beyonce’s kitchen, water is water is water.
At the same time, when temperatures rise to almost 40 °C in a city that turns into a hot desert during the summer months, water is the elixir of life.
A cold sip of water has the power to make us feel refreshed, calm, peaceful.
Our OOH executions intended to do the same. Give the viewer a quick moment of peace and pause in hot and hectic Berlin.
Describe the execution (40% of vote)
Cats have fur, a bird has feathers, then how do our posters look?
To reach everyone in multi-cultural Berlin, we needed to speak a language that includes everyone from immigrants and expats to born and raised Berliners – it’s time to read something in one language. This language must be illustrative. Letters become illustrations, illustrations become logo-like icons for universal truths. Illustrations that make us remember that we once found peace in kids’ books. Illustrations that are open to interpretation, because we all see images in the clouds, we just don’t all see the same. We took this language to a spin through the disciplines: A sponsored skate park got hand painted skate decks, graffities popped up on legal spots, 24 hour bodegas (“Spätis”) received the illustrations as their typical neon signs.
List the results (20% of vote)
Little kids stopping their daddies to look at the pictures, rivalling creative directors calling each other to say that it just makes them happy to look at the posters, people taking pictures of the posters and posting them on their social feeds, without anyone influencing them to do so. In summer 2019 Spreequell put a smile on Berliners’ faces – while managing to stand ground in the highly competitive German water market where politics is lobbying tap water.