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Bonaqua: Beach

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Guzzled water. Chugged water. Gulped-down water. The moments after people live life to the fullest require water. Lots of water. With this backdrop, the BONAQUA brand is unveiling its 'Live 'Till The Last Drop' campaign, via Publicis, Italy, giving consumers a way to rethink the staple. BONAQUA's approach celebrates the physical moments that make us thirsty, no matter how messy, awkward, or exhausting they are. The brand is positioning itself as the water to be chugged, not sipped. BONAQUA presents everyday heroes that people can identify with: the exhausted entrepreneur, the worn-out dad, the unexpected living room karaoke sensation, the Boomer beach DJ, among others. ‘Live ‘Till The Last Drop’ introduces five 20-second short stories illustrating moments where water can quench our thirst. Each short begins with an unconventional hero gulping down water after an activity that plays out as the story progresses. Through counter-intuitive storytelling, BONAQUA champions the uneventful moments when people are engaged in their passions, while spotlighting the central role of a chuggable bottle of water as the rightful finale.
Credits Other credits

CLIENT: THE COCA-COLA COMPANY

Global Hydration Category President: Matrona Filippou

Sr Director Global Water Brands: Cecilia Ortiz

Global Creative Strategy Director: Islam ElDessouky

Global Sr. Creative Content Manager: Laura Legrenzi

Global Producer: Elsa Casadevall

Global Producer: Maria Silva

Global End to End Sr. Director: Mariano Moro

Agency

Global Strategy Lead: Major Steadman

Chief Strategy Officer: Raluca Kovacs

Strategic Planner: Alex Moore

Global Client Lead: Lorenza Montorfano

Global Business Lead: Aelita Goncharova

Global Project Lead: Lucie Garbieńová

Group Account Director: Mirjana Slavkovic

Account Executive: Giosella D’Amato

Global Client Partner: Tiya Fazelbhoy

Head of AV Production: Shereen Mostafa

Chief Creation Officer: Francesca Zazzera

Strategy

STRATEGY: Eatbigfish, the challenger brand consultancy.

Strategy Director: Ben Cooper

Production

Product Care: Nicole Van Dieck

Editor: Sabine Panek

Photographer: Uwe Duettmann

Servicing

SERVICING PH: ROMANCE Films

Executive Producer: Rozanne Rocha-Gray

Production Designer: Wendy Fredriksson

Stylist: Gabrielle Zarandah

Service Producer TVC: Helmke Möller

Post Production

POSTPRODUCTION: PRODIGIOUS ITALY

Head of Pre-press: Laura Negrini

Senior Art Buyer: Rossana Coruzzi

Pre-Press Production Manager: Domenico Antonucci

Head of Video Postproduction: Alfredo Beretta

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