The search for ‘enwaterment’: Saatchi gets philosophical with ‘Make Like Water’

As Leonardo da Vinci once said, water is the driving force of all nature. And it’s also the driving force of Saatchi & Saatchi’s new campaign for Pump. 

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’.

Youtube Video

Youtube Video

Youtube Video

Youtube Video

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

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