Hollie Fraser
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GLACEAU VITAMINWATER


Shine Bright Campaign

I worked on the pitch that won the UK + European campaign for Vitaminwater, positioning it as the drink for young, self-motivated millennials.
In 2014, we got ahead of the curve by using influencers — just as they were beginning to rise — rather than models, leveraging their authenticity to drive the "Shine Bright" attitude.
This innovative approach, combined with experiential marketing and bold OOH placements, created a strong connection with the target audience and drove purchase intent
​by immersing them in a vibrant, energetic brand experience.​

Agency: Leo Burnett  |  ECD: Scott Bradley  |  Creative Team Hollie Fraser + Nora Gurney 

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- OUT OF HOME -​
We used what we called 'cultural entrepreneurs' - self-made, inspirational, go-getters. Each representing the
​brand through their attitude and approach to life.
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Photographer: Matt Irwin  |  Typographer: André Beato
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 - SOCIAL - 
Each of the cultural entrepreneurs, launched a competition online. Entrants won the chance to work with the entrepreneurs and learn from them.
Mikey Trapstar chose up-and-coming streetwear designer Man Up Girl to showcase her designs alongside his own at the Shinebright store.
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 - SOCIAL VIDEOS -
Trine's Video
Jenny's Video
Theo's Video
Lisa's Video
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