Saatchi & Saatchi was recently given a new chunk of Coca-Cola Amatil's business, including L&P, on the strength of its work for Pump, which it won in July off Sydney agency Smart. At the time of the announcement, Kylie Gallagher, marketing manager, of Coca-Cola Amatil Brands, said the pitch re-affirmed the level of creativity in New Zealand was world class and she felt the Saatchi team had cracked a genius idea.
And that idea, it seems, is a blue tracksuit wearing self-help guru who dispenses pearls of water-based wisdom in an attempt to get Kiwis to 'Make Like Water' and follow the true path to 'enwaterment'.
Just like its recent 2012 Hilux work, the campaign launched on Facebook with the seven principles of water (such as 'water finds a way around a problem', 'water is patient' and 'water is never still'). And it's backed up by a series of TV ads made by Plaza, ambient and outdoor.
Executive Creative Director – Antonio Navas
Creative Group Head – Anne Boothroyd
Creative Group Head Copywriter – Slade Gill
Creative Group Head Art Director – Brad Collett
Group Account Director – Simon Wedde
Senior Account Manager – Brodie Reid
Agency Producer – Natasha Gill
Digital Designer – Alex Waskiewicz
Digital Developer – Matt Skinner
Production Company – Plaza Films
Director – Paul Middleditch
Producer – Peter Masterton
Coca Cola Amatil, Marketing Manager – Kylie Gallagher
Coca Cola Amatil, Senior Brand Manager – Angela Broad