It is always difficult to find new ways to make new creative but still adhere to a companies brand standards. For Culligan Water, we wanted to find a way to show something that would immediately grab a consumers attention, but still related to water and their brand. I came across the Rustoleum Never Wet product and instantly knew that I had a guaranteed winner.
We always are trying to get the consumer to know what is in their water. In this way, we have personified the water to give the answer to that question. In addition, we have re-created the Culligan logo out of water, showing the consumer that Culligan is water.
The project received a Silver ADDY Award in the 2015 Madison Advertising Federation competition.