After lockdown, we knew we’d all be making some dumb choices.
To help save the thirsty nation, smartwater created a new, (un)official holiday on the day America would be seriously suffering: the 5th of July. Or as we call it, Rehydration Day.
We kicked the day off by introducing the smartkeg: smartwater-filled kegs ready to do battle with truly patriot-sized hangovers.
We used them to grant hydration salvation on-site in NYC and LA.
We commiserated with morning-after misery in OOH and TVC.
And flooded timelines with rehydration.
The kegs were such a hit, they’ve continued to make appearances on the most dehydrated days of the year: January 1st and July 5th. Cheers to that!
CD/AD: Jennifer Farquharson
Designer: Jason Borzouyeh
Producer: Jim Leonard, Rachel Zahnen
CCO: Noel Cottrell