Smartwater as a brand has always challenged conventions, starting from the way it vapor-distills its water versus the regular purifying process. To be able to resonate with their audience, the ‘my wayers’ (who constantly question conventions in the way they live their lives), Smartwater needed a platform to walk the talk.
Zendaya, a leading fashion-icon known for her unconventional ways, was already the ambassador for the brand. So instead of putting out a regular campaign, we put our heads together to come up with a platform that would empower up-and-coming my wayers out there, treating the social-first campaign as a ‘ramp’ for emerging designers and a way to question the conventional ways of doing things.
Isn’t that a great way to ‘Keep It Smart’?