SPREEQUELL CAMPAIGN 2019

ClientSPREEQUELL MINERALBRUNNEN GMBH
Category B03. Posters
TitleSPREEQUELL CAMPAIGN 2019
Product/ServiceMINERALWATER
Entrant JUNG VON MATT Hamburg, GERMANY
Idea Creation JUNG VON MATT Hamburg, GERMANY
Additional Company SPREEQUELL MINERALBRUNNEN Berlin, GERMANY
Credits
Name Company Position
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.