DDB has created a new campaign for bottled water brand Pump, including a new TVC – shot in a single take, to convey the message that staying hydrated puts you in a clearer frame of mind.
Feel the flow, a 60” spot launched this week, encapsulates Pump’s new positioning on the benefits of staying hydrated, using a group of drummers performing a flowing beat.
The single-shot ad is set in the city, where a group of drummers form a synchronised beat on hundreds of plastic buckets. The procession of bucket-drummers snakes through the streets, pausing only to refresh with Pump as the one-take shot tracks their flowing beat.
Pump head of marketing & design Leigh Moss says this campaign serves as a uniquely visual illustration of Pump’s new brand positioning.
“When you’re properly hydrated you feel alive and fluid,” she said. “Everything just clicks and feels great. For this campaign we wanted to capture this state of flow in a new, creative way while still incorporating our iconic imagery.”
‘Worth it!’
DDB chief creative officer Damon Stapleton says the spot presents the brand in a new, exciting way.
“We wanted the spot to show Pump in a fun, energetic light while connecting with the Pump brand everybody knows and loves,” Stapleton said.
“We’ve done something a bit different with this film in shooting it in one continuous take, which presented interesting technical challenges, but when you see how well that one 60” shot looks — it was absolutely worth it.”
The campaign is supported by a 60” cinema spot, 30” & 15” TVCs, social content and OOH.
CREDITS
Client
GM Strategy & Brand: Wendy Rayner
Head of Marketing and Design: Leigh Moss
Brand Manager: Laura Knight
Agency & Production
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Digital Creative Director: Haydn Kerr
Art Director: Nicole Sykes
Copywriter: Rory McKechnie / Tammy Keegan
Lead Business Partner: Nikki McKelvie
Senior Business Director: Crystal Clark
Business Manager: Bella Macdonald
Planning Director: Lucinda Sherborne
Senior TV Producer: Rosie Grayson
Content Producer: Alana Stretton
Social creative team: Jacob Newton; Josep Jover
Interactive Designers / Animation: David Kirschberg, David Woon
Print Producer: Andy Robilliard
Animator: Nick White
Mac Operators: Barry Cumming, Paul Edwards & Kathryn Hollis
Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Producer: Nikki Smith
Director: James Dive
DOP: Crighton Bone
Post Production Company: Blockhead
Editor: Tim Mauger
Grade: Pete Richie
Soundtrack/composer/Music: Cam Ballantyne – Beatworms
Illustrator: Jo Tronc @ Watermark
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