The Fountain of Electrolytenment

May 2012
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McCann Erickson, New York, introduces “The Fountain of Electrolytenment” for Nestle Waters, the first interactive water installation that answers questions in real time. Supporting the launch of resource 100% Natural Spring Water, the fountain will be featured at The Grove, Los Angeles, from May 3 to 6, 2012. “The Fountain of Electrolytenment” combines custom engineering, water technology, scenic design and artificial intelligence to create the first experiential fountain of its kind. Questions posed to the fountain will be answered in real time as a scripted sheet of water. Users can ask multiple questions, queue up and discover “total Electrolytenment” through this playful interactive installation. Designed to delight, surprise and uniquely engage audiences, the fountain is a featured element in the Southern California launch campaign for resource 100% Natural Spring Water, a sustainably-sourced natural spring water from Nestle Waters North America containing naturally-occurring electrolytes for taste and packaged in a bottle made of 50-percent recycled plastic. The campaign includes print, outdoor, digital advertising and social media supporting the brand’s “It’s more than hydration, it’s total Electrolytenment” positioning.

Advertising Agency: McCann Erickson New York, USA
Chief Creative Officer / Chairman: Linus Karlsson
Executive Creative Director / Vice Chairman: Andreas Dahlqvist
Executive Creative Director: Craig Markus
Creative Director: Daniel Kim
Associate Creative Director / Copywriter: Don Marshall Wilhelmi
Associate Creative Director / Art Director: David Waraksa
Chief Production Officer: Brian DiLorenzo
Executive Producer: Catherine Patterson
Senior Integrated Producer: Geoffrey Guinta
Senior Integrated Field Producer: Adam Cucurull
Production Company: FrameStore
Executive Producers: Bryan Roberts, Mike Woods, Selena Stokes
Industrial design: Pevnick Design
Scenic Design: Jet Sets
Art Director: Danny Roberts, Design For Film
Audio Design: Event Production

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Yosef Khouwes. Creative Director / Filmmaker