Coca-Cola Amatil brand Deep Spring today launches a live crowd coloured mural in central Sydney in partnership with UM to help reconnect people to the brand’s mineral water roots and the enjoyment of simple pleasures.
Capitalising on the adult colouring-book craze that is currently sweeping Australia, about 400 people are expected to contribute to the live artwork being created to support Deep Spring’s ‘All That’s Needed’ positioning.
Gaelle Boutellier CCA GM marketing and category said, “In a world that is constantly connected, Deep Spring’s new campaign is designed to remind us of the value in simple moments of refreshment and provides us with a platform to relax and disconnect from busy lifestyles.”
Sophie Price, CSO of UM added, “This execution is a great example of Creative Connections coming to life, where we involve our agency partners and client to bring a moment of mindfulness to audiences across a range of Owned, Earned, Shared & Paid connections”.
The Sydney mural launching today will be the second version of the crowd-sourced creative show-piece, with the first version in Melbourne achieved with great success.
People in the Kidman Lane precinct of Sydney’s Paddington, as well as students from the University of New South Wales – Art & Design, will be working on the mural starting today (Tuesday) and finalising on Thursday evening. To accelerate the reach of the campaign UM’s sister mobile-specialist agency Ansible has created a mobile colouring-in game and interactive OOH panels designed to help people relax and disconnect from daily pressures.
User generated content from the mobile game and interactive out of home panels will be distributed across social channels with a signed personalised touch from the content creator.
Supporting the live mural and mobile game will be proximity placed out-of-home panels within the JCDecaux and Adshel networks. One Green Bean has also worked on bringing the ‘All That’s Needed’ campaign to life across Deep Spring’s social channels.
Client – Deep Spring
Connections Agency – UM
Creative Agency – Saatchi & Saatchi NZ
Software Development – Ansible
Social Agency – One Green Bean