Manhattan’s #1 premium water
In 2024, thanks to our community of Manhattan loyalists, smartwater became Manhattan’s #1 premium water brand. Our job was to create a celebratory digital ooh campaign. With Manhattanites being the ultimate commuters we leveraged placements like subways, taxis, bus kiosks, and prominent marquees to reach them on the go.
Heres the work we put out into the world.
aka, where we landed after legal and client finished duking it out.
we blasted these two lines at all our key touchpoints
we blasted these two lines at all our key touchpoints
Despite his face, I assure you my dad was very proud
Appendix
aka stuff that didn’t make it but I loved too much not to share :)
Creatively, we had fun bringing NYC’s culture and day-to-day to life through smartwater’s brand expressions.
i’m not usually a pun gyal but c’mon Sydney did her thing with these lines for Financial District placements
these were location agnostic general new york lines, and c’mon now, she did it again.
at some point it seemed this turned into a tribute to my great copywriting partner… and yah i’m okay with that, shes pretty great.
Copywriter:
Sydney Tasman