Crystal Springs Bottled Water: It's That Good

Advertising Agency: Cramer-Krasselt, Phoenix, USA
Executive Creative Director: Ian Barry
Associate Creative Director: Greg Harwell
Digital Production Artist: Keith Nielsen
Illustrator: Wayne Watford
Project Management Supervisor: Vicky Gross
Print Production Manager: Christina Nguyen
Published: July 2012

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9 comments

stickynotes's picture
stickynotes
1047 pencils

small change to the media - big effect!

bate_palmas's picture
bate_palmas
1481 pencils

Could be anything. Literally any product in the whole world.

danielchapman's picture
danielchapman
292 pencils

So what? its clever usage, and its making a statement that its the best in the world, people will enjoy it, people will remember it.... you don't build a brand in one fell swoop. This is a building block. People appreciate good advertising, and most will be entertained by this. Brands are like people... they treat you with respect, and are likeable, then you reciprocate.

You're missing the forest through the trees.

bate_palmas's picture
bate_palmas
1481 pencils

Youre right.

But still, shouldnt we be looking at insights, consumer behaviour etc, trying to craft great ideas from that?

I really see very little about this that's clever.

Cool, maybe. But not very smart.

bate_palmas's picture
bate_palmas
1481 pencils

Are we just finished with being clever, as advertisers. Is that over?

Mr Draper's picture
Mr Draper
15 pencils

I think this is clever. It's attention getting. I haven't seen a billboard like this before. I'm curious, what do you consider a "clever" campaign, or one that is unique simply to one specific product? Great advertising has a wide reach and gains attention. Take what many consider to be one of the best beer campaigns, Corona's Find Your Beach. It could be for any product as well but it's still great.

danielchapman's picture
danielchapman
292 pencils

Its a bent visual. It helps cut through clutter and get noticed.

This isn't ground breaking material by any means, but its a clever execution nonetheless, and thumbs up for not polluting our world with another product shot and refreshing headline billboard.

kleenex's picture
kleenex
22696 pencils

I love the concept.

Mr Draper's picture
Mr Draper
15 pencils

Great concept. Very unique and attention grabbing. I'd be staring at the whole time I drove by for sure.

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