Another Bloody Water
Not Just Another Bloody Choice.
Role: Art Direction, Copywriting
Format: Outdoor Campaign + Digital Extensions
Brief:
Create a portrait Adshel campaign using typography and colour only, with clever headline writing to communicate the SMP: Make a difference.
Insight:
The bottled water aisle is full of safe, predictable branding. ABW’s bold name and activism-focused mission invite a campaign that breaks category norms.
Idea:
“Not Just Another Bloody Choice” — a headline-led campaign that uses irreverent wordplay to position ABW as the bold alternative.
Execution:
Three outdoor posters with strong sans serif type, colour highlights on key words, and minimalist layouts. Adapted for Instagram carousels, Threads teasers, and animated billboards.
Result:
A stripped-back, high-impact campaign that uses voice and design instead of photography to demand attention and action.
Wordplay challenges passivity and reframes buying ABW as an act of activism. Contrasting colours highlight action words, creating an urgent, cause-driven tone.
Directly calls out mainstream competitors with blunt, confident copy. Minimalist type design makes the statement unavoidable in outdoor spaces.
A distilled version of the campaign’s message — simple, sharp, and purpose-led. The clarity of the copy reflects the clarity of the brand’s mission.