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American Medical Association
Campaign goal: inform and convince at least 100,000 American consumers to consistently drink water on a daily basis.
Your favorite molecule is back and… the same as ever? With a nod to vintage artificial drink marketing, the American Medical Association took the world’s most basic, unassuming beverage
—water— and championed it as the ultimate refreshment with hidden benefits, encouraging everyone to up their intake.
Bailey Polsin - Producer
Bryn Donovan - Copywriter
Natalie Aue & Samara Link - Art Directors
Can Design
These 90's-inspired cans are meant to juxtapose the simplicity of water with the plethora of processed foods around the time. Using catchphrases like,
"Calorie free...still!", and "All the favor, none!", we capitalize on the excessive nature of hyper-consumerism (which still attracts many buyers today).
Drinking Fountains
The large can design is meant to be shipped around to popular events (festival, park, etc..) in order to equip consumers with a unique hydration "experience" rather than a simple drinking fountain. On the other design, water drinkers are extremely close to our advertisement touting the benefits of H2O itself.
"Soda" Machine
Though all the same flavor, this water "Soda" machine makes water more fun by reinforcing the illusion of personal selection. Each "flavor" has certain listed benefits, all which are true about water. These benefits satirically mimic flashy packaging that contains flamboyant messaging like "organic", "clean", and
"anti-aging".
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