Al Ain Water is a bottled water brand from Agthia in the UAE, and this campaign was built to give an everyday product the energy of the thing it actually does. Water gives the body power and life, so the campaign shows that literally, as people in motion.
The idea
People across several age groups caught mid movement, running, jumping, in action. The tagline, Say Yes To Life, sits over each of them and carries through to hashtags including #NoExcuse, #RiseToTheChallenge and #AlAinWater. The product is not the subject. The state it enables is.
Colour and motion
Bright neon colour blocking, one saturated field per execution, chosen to complement the diversity of the cast and to make the frame carry the energy rather than the photograph alone. Water ripple and wave graphics run into the corners of each layout to reinforce the movement and lead the eye inward.
The bottle stays the hero
A white outline of the bottle silhouette is drawn over each composition so the shape reads instantly at a glance. Agthia and Al Ain logos and pack shots close every execution, which keeps the campaign recognisable at the shelf and carries the endorsement of quality a water brand depends on. Rolled out across press, digital, shelf wobblers and in store display.
