CREATIVE SHOWCASE

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Client: Glaceau Vitamin Water
Creative Agency: Big Spaceship

Glaceau has created a well-presented web presence for its brand of waters and energy drinks. When you click on the Vitamin Water bottle once you enter the site, the rainbow-colored bottles sweep through the screen, begging to be clicked on and explored.

You can click through each different flavor to learn more about what the flavor is and how its key ingredients accomplish the goal of the flavor. If you go to the navigation at the top of the page and click: "How it works," you get a breakdown of each different ingredient, its origin and how it works. You can download these descriptions for safe keeping or browse through other flavors to explore their capabilities.

Vitamin Water also has the strong support of celebrity consumers. Different flavors and characters will take you to mini sites explaining why that celebrity enjoys Vitamin Water.

Vitamin Water TV will take you to different videos with funny clips of the celebrities accomplishing astronomical feats -- like climbing Mount Everest -- all with the help of Vitamin Water.

The site gives you a thousand and one reasons to try its product, while staying with the theme of the brand and product.
-- Krisserin Canary, associate editor, iMedia Communications

Creative Showcase is meant to be a teaching tool and an inspiration for our readers. We comment only on creative that we really love. Our panelists discuss what makes it great, but if they feel there were missed opportunities that would have made it better, we invite them to mention those. And finally, we seek out a wide range of opinions that reflect the marketplace for the panel, in order to provide constructive, useable feedback for agencies, clients and others involved in these creative pieces.

This campaign definitely worked for me. Since evaluating the site, I have actually purchased a few bottles and am very happy that I did.
 
The first thing that caught my eye upon entering the site was the floating bottles showcasing the different Vitamin Water products. The interaction was fun and made me want to click on each and every bottle to see why they were all different to get a better feel for the flavors.
 
The site was very user friendly, and I feel it would work well for even novice computer users. I was able to navigate from area to area and was able to find everything I was looking for very quickly.
 
Color was something that immediately caught my attention upon entering the site, and the detail of the swinging bottles on an invisible string did the trick of keeping my interest. 
 
The TV spots were very well put together. They provided humor and also did a great job showcasing the product. This also piqued my interest of wanting to try the product more. 
 
I honestly did not find anything that I didn't like in the campaign. Everything worked for me. I was convinced that this was a fun, healthy product to buy.
-- Suzanne Franus, interactive media planner and buyer, Ripple Effects Interactive

This is clean, white and done right. While the simple psych design aesthetic is common and effective online, the motion design of this site sets it apart from the crowd. Careful attention to page builds and user interaction gives the products weight and physics that encourage exploration. Web designers often neglect a fact so ably demonstrated here: Code is beautiful. The Vitamin Water flavors page is a case in point where bottles unfold in an organic, jiggly kaleidoscope that only smart Flash action scripting can produce. Such textural motion is there to surprise behind every click.

This site is all about drinks, and the drinks look good. In that distinct, pseudo-prescription style of the brand, the products come across bright and clean. Even in the "our friends" section, where scores of mega-star endorsers are oh-so-casually featured, the product photo is still just as big as the celebrity shot. The celebrity micro experiences are light but entertaining and the "try it" creator offers shrill amusement. The gadgets are engaging, but it's still good old-fashioned new media design that carries this site.
-- Chad Currie, group creative director, T3