Campaign for the Pedras natural mineral water.
The brand: Pedras is the most famous mineral water in Portugal. It's 100% natural, including it's gas. The water is bottled as it is from its source.
The idea: The water is so pure that the animals are the ones that "produce" and bring it to you. There is no man involved in the process.
Concept:
Concept:
1st phase: Made by nature. Untouched by man.
2nd phase: Brought to you by nature.
2nd phase: Brought to you by nature.
"Made by nature. Untouched by man."
"Brought to you by nature."
Outdoors
Digital
The idea: Various banners passed the benefits of the water by being so pure. In this case, a fox doing push ups in the woods showed the isotonic feature of the water in a funny way.
Fake news
The idea: Ads that looked like regular news caught your attention by the funny headline, and introduced the Pedras water in the middle of the text as the center of the whole story.
Headline: "Old lady's parrot was found in Senegal"
In the middle of the text the reader found out that the parrot drank Pedras and became stronger to make the trip.
Headline: "Portuguese Rabbit gets into Guinness"
The rabbit drank Pedras regularly and had 13863 offsprings already.
