vitaminwater launched as the drink of choice among New York's style makers. But it lacked a clear role in people's lives outside of this community. Our challenge was to find that purpose and connect with people in a meaningful way. We focussed on the true creative trailblazer who works hard to make thier ambitions a reality. #ShineBright Studio launched to kickstart creative careers through mentoring and exposure at high profile gallery space the Truman Brewery.

Client: vitaminwater
Studio: Holler Leo Burnett
Role: Creative Director

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To generate interest on social we positioned vitaminwater as the "fule for ideas" amongst designers, artists, entrepreneurs and media professionals.

We created the creative idea, core philosophy and visual identity of #ShineBright Studio centred around the key attributes creativity requires: determination, focus, reslience, and play.

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#ShineBright Studio exhibited art and fashion alongside mentoring sessions from Susi Lau, Trapstar and Theo Gosselin. Aspiring creatives packed out workshops by Christopher Raybern, Rosie Wofenden, Jamal Edwards and Foxes.

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Art Direction by Nick Bygraves

We offered one creative the chance to win a place on a nine-month training programme.

#ShineBright ran across NW Europe & Nordics. Brand perception was positively impacted: cultural creatives now saw it as "cool" and it would help them "be their best".

Outcomes

53m

Total impressions

+8%

belief in vitaminwater being an entrepreneurial brand

43%

Conversion to purchase with direct contacts

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Twitter: @chomoi

 

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© Chomoi Picho-Owiny 2021