With water being such a prominent part of our lives, if we want to go 'anti-water' then we might as well go 'anti-establishment.' Recover 180 is an organic sports hydration brand that prides itself on its vitamin packed, flavored, coconut water.
By default, Recover has more hydrating benefits than just water. In this campaign we have created a fake conspiracy that harps on the commercialization of water (Big Water) and presents Recover 180 as the better alternative.
By default, Recover has more hydrating benefits than just water. In this campaign we have created a fake conspiracy that harps on the commercialization of water (Big Water) and presents Recover 180 as the better alternative.
'Vice' Interview
Our first part is an anonymous (Vice style) interview from an anti-water activist. Our message is trying to say that everything you know about water has been a lie by "Big Water" to sell this substandard product to you.
Propaganda Posters
Using propaganda posters and picket-style signs we want the public to really see us as confusing/interesting.
"Why is this company so adamantly against water?" The more buzz we get, the more attention we get, the more purchases we get.
"Why is this company so adamantly against water?" The more buzz we get, the more attention we get, the more purchases we get.
Radio Ad Read
Another big thing we love to do is fear-mongering over the radio. In this War of the Worlds-esque radio spot we are fake highjacking an advertisement for water with our own message from the "Anti-water Federation."
Radio Highjack script (30s)
Classical radio voice: “This program is sponsored by water. Drink i…”
[statics out]
[statics out]
[statics in]
Doctor Hydrator: (In nefarious ‘russian-ish’ accent)
Doctor Hydrator: (In nefarious ‘russian-ish’ accent)
“Attention. This transmission now belongs to the Anti-Water Federation. For years they bottle what we need to live and sell it back, and we refuse. We drink better. Recover 180. Clean. Crisp. Built to bring you back
Down with water!
Up with Recover!”
Down with water!
Up with Recover!”
[statics out]
