Series 1: Public Artists

LIFEWTR was created to prove that water can be more than just hydration. The brand leveraged its purpose as a key differentiator; to support and advance creation and creativity. With its label acting as a canvas for art,

LIFEWTR releases a new series of bottles multiple times a year showcasing emerging artists - each designed to inspire the mind and refresh the body. Series 1 theme was Public Art and included Jason Woodside, Craig & Karl and MOMO.

Inspiration Drops

We introduced LIFEWTR at Super Bowl 51 through a 360 campaign inclusive of TVC, social response lab, a social activation, website and content across all social channels with a singular, purposeful message; 'Art makes life #MoreInspired.'

#MoreInspired Selfie

We continued to spread our message after the Super Bowl by creating a website where you can upload a selfie and CRAIG x KARL iconic hand artwork would be added to your face. Celebrities and artists changed their profile photos to our #MoreInspired selfie photos to spread the message even more.

Artistic Reaction GIFs

We tapped into the incredible typographer Ricardo Gonzalez to help us create LIVE reaction gifs, using LIFEWTR and inks as our medium. We used to these to react to anyone who interacted with us during the Super Bowl. One of the many times I did not mind being in a war room during the big game!