Spirit Water had a remarkable product story: water sourced from a glacier on the Sawbridge Cree reservation, untouched by civilization for thousands of years, and produced using a state-of-the-art bottling facility.
But communicating that story required a delicate balance between the product’s purity and its Indigenous roots.
CHALLENGE
How do you create a compelling campaign that respects the origins of the product while allowing its natural roots to come through?
SOLUTION
The name Spirit Water gave us a powerful starting point.
We developed the positioning line ‘Find Your Spirit’ and paired it with imagery of wild local animals hidden within glacial ice.
RESULT
The campaign created a distinctive visual and emotional identity for the product and won Gold at the International Bottled Water Association’s awards, selected from hundreds of entries from around the world, including campaigns for Evian and Perrier.
The spirit was already there. We simply found a way to bring it to life.