Vitaminwater partners with artists for ‘Brilliantworks’

Coke brand goes looking for the unconventional

Glacéau Vitaminwater is teaming up with artists for its latest campaign.

The Coca-Cola-owned brand launched “Brilliantworks” — “unconventional artist collaborations and extraordinary projects that make everyday life brilliant.”

Videos that showcase the artists’ work will be featured on YouTube.com/brilliantworks, a new “creativity video channel” for the brand.

“Through Brilliantworks, Glacéau Vitaminwater is hoping to inspire people to look at the ordinary aspects of everyday life in unconventional ways — kind of like how we took water and made it unconventional,” said Carolyn Harty, director of the waters portfolio at Coca-Cola Canada.

The campaign targets “creative millennials” and the goal is to raise overall awareness of the brand, said Harty.

The first episode on the channel is called “lovebot remix” and features a collaboration between lovebot artist Matthew del Degan and 1loveTO personality Tyrone “T-rexxx” Edwards, who created a project for Toronto’s electronic music festival, Digital Dreams. Another episode features Montreal-based art collective Garbage Beauty, which uses calligraphy to transform pieces of trash into art.

Over the next few months, eight more episodes (in French and English) will appear on the channel highlighting additional collaborations.

The channel also features shorter artistic videos that showcase three Vitaminwater varieties. The longer videos also have subtle product shots of Vitaminwater.

The project is being promoted with PR, social media, experiential activations and paid advertising including television, digital display, paid social and search.

The campaign was developed and supported by a number of agencies: Bell Media and Free Agency (creative), Gravity (social and digital), UM (media), Environics (PR), Bicom (PR, Quebec) and Mosaic (experiential marketing).

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