ANOTHER BLOODY WATER 2024
Role: Art Director / Graphic Designer / Copywriter
SMP: “Make a difference”
Another Bloody Water (ABW) wanted to improve its brand awareness to appeal to people who only choose recognised water brands such as Mount Franklin.
ABW donates half of their profits to help fight youth homelessness and wanted to send the message that if you want to do some good, they are the beverage of choice.
SOLUTION
The big idea or overarching message for this advertisement, was that by buying Another Bloody Water’s products, you can make a positive change in the world. For particularly the caregiver archetype and other conscientious individuals, the message needed to be simple and impactful, and reveal an opportunity to be a part of positive change.
EXECUTION
The focus for this advertisement was to be typography, and in this instance, the typography was fashioned into a bottle.
There would be a simple colour palette, consisting of only two colours, pink and white, featuring solid and as a gradient. This allowed enough contrast to shine through and made for a simple but pleasing visual. The copy “drink the change” refers to the fact that buying (and drinking) ABW helps bring about change in the world. Some supporting copy at the base reiterates the message and provides further context.
ANALYSIS
The stylised typography and art direction have been carefully crafted and are visually appealing.
There is an opportunity to greatly improve the copy which would then change the aesthetic of the ad to some extent.
The word “change” is perhaps too ambiguous; drinking the change could mean change to your body, making you healthier, for example. It is not obvious that this headline refers to change in the context of improving the lives of those suffering adversity.