BMW Design & Branding JOY H2O by Baldwin&

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency Baldwin&
Creative Director Philip Marchington, Bob Ranew, Lisa Shimotakahara, David Baldwin
Released September 2010

Credits & Description

Category: Self Promotion
Agency: BALDWIN &
Date of First Appearance: Sep 9 2010
Entrant Company: BALDWIN &, Raleigh, USA
Creative Director: David Baldwin (Baldwin&)
Creative Director: Bob Ranew (Baldwin&)
Media placement: Bottle - Golf Tournament - 9/9/2010

Describe the brief from the client
Find interesting and unexpected ways to extend BMW's Global JOY campaign to attendees of the PGA Tour FedExCup Playoffs BMW Championship.

Describe the challenges and key objectives
Deliver the Joy message in unexpected ways. Go beyond traditional messaging opportunities. Deliver a taste of Joy to BMW Championship attendees.

Describe how you arrived at the final design
The idea is to bring JOY to attendees of the tournament rather than just talk about it in the advertising. The 3D label revealed the word JOY when you turned it in your hand.

Give some indication of how successful the outcome was in the market
The water bottles were a big hit, but cool, refreshing water at an all-day outdoor event will always be popular. What was amazing was the number of people who paused and inspected the label - held it up to eye level and lined up the "JOY" and "H2O" - and smiled before opening the top and taking a drink.