Best Beverage Social Media Campaign

Teens get bored pretty fast. And they tweet about it 5 million times a week (we counted). That’s why vitaminwater, the experts at solving boring stuff—see plain, old water—set out to make other boring things brilliant for their fans. It all came down to a simple promise: Tweet us what’s boring. And we’ll make it brilliant. Teens used the #makeboringbrilliant hashtag, and we tweeted right back. Mom’s cat is boring? Here’s a brand new pet: the (cat + owl) meowl. Awake in the middle of the night? Let this sexy panda video-serenade you to sleep. All in all, over 1,000 pieces of unique content were created. The results? Teens everywhere got replies that made their boring brilliant. 1,000,000+ fans were driven to vitaminwater.com. And Twitter called #makeboringbrilliant “best in class” at its #furtherfaster conference, which was icing on the cake—or as we’d say, vitamin in the water.

Contributors:

Worldwide Chief Creative Officer:	Gaston Legorburu
North America Chief Creative Officer:	Gary Koepke
Executive Creative Directors:	Robert Kleman, Matthew Atkatz
Creative Directors:	Andrew Goldstein, James Allen, Ronn Pearson, Jordan Lipton
Associate Creative Directors:	Matt Kelsen, Cesar Santos
Senior Art Director:	Frank Gomez
Senior Copywriter:	Cynthia Posillico
Senior Designer:	Mauricio Carrasco
Junior Copywriter:	Candice Swensen
Global Social Lead:	Nathaniel Perez

SAPIENTNITRO

Location: USA