CamelBak

A bicyclist is pedaling along when, suddenly, his clunky jugs of water break open and start to spill. The ad captures the moment when he turns around and slows to look at the mess while other cyclists pass him.

Passersby can stand on the weight-sensitive sensor (aka the footprints) in order to receive a drink of cold water from the display. However, there’s a catch: Users must stand on the footprints for 20 seconds, as indicated by the digital countdown.  In this way, we allow passersby to experience the frustration of stopping for hydration when they presumably have places to be and things to do. However, CamelBak rewards the 20-second struggle with a 5-second stream of cold, refreshing water. CamelBak would ideally place this advertisement in a very hot climate (e.g. Phoenix, Arizona) so that the ‘reward’ is even more desirable.  

A hiker tows a jug of water behind him when, suddenly, it gets stuck on a rock. The ad captures the moment of frustration on the hiker’s face while he continuously tugs on the water jug to no avail.  

CamelBak will have a month-long Facebook contest, #Hydrationcreations, in order to generate brand awareness.  The contest will encourage followers to make crazy “hydration” creations⏤ like those in CamelBak’s ads⏤ out of household items and post them on Facebook. CamelBak will feature the winner’s creation in a commercial, encouraging healthy competition and creativity.