SPA: Stay Pure

CZAR's Joe Vanhoutteghem hits the mark again with his latest film that focusses on the cycle of life and the omnipresence of water throughout one's existence. In Vanhoutteghem's film, the image of the fetal position reminds us of the purity our bodies need throughout our lives whatever age you may be. Starting from the womb all the way to old age, the spot ties it all together with a captivating continuous montage. The campaign examines the original purity of Spa and what it means in people’s lives. A prior study showed that Belgians want to have a healthier lifestyle. In order to help them, Spa intends on inciting Belgians to drink more in order to live more. The spot was created with agency Happiness.