JCDecaux, Ansible, UM, Saatchi & Saatchi NZ and the Coca-Cola Amatil brand Deep Spring have partnered to bring the first Outdoor digital colouring book to life on the streets of Sydney and Melbourne to promote Deep Spring relaunch and celebrate its delicious natural and organic range of sparkling mineral water with 5% juice.
Tapping into gaming culture and current health and mindfulness trends, the campaign combines the ancient art of Zentangle patterns with the latest in Out-of-Home technology to bring a rare moment of distraction and relaxation to the busy streets of Sydney and Melbourne.
The custom-built panels, created by JCDecaux, feature an in-built digital touchscreen that allows passers-by to colour in beautiful Zentangle patterns interwoven with inspirational and calming quotes such as ‘Sip, relax, repeat’. Zentangle patterns are believed to heighten focus and creativity, as well as an increased state of personal well-being.
Part of a wider integrated campaign, the personalised user-generated digital drawings, created by passers-by on JCDecaux’s digital panels, will be shared across Deep Spring’s social channels emphasising the moment of disconnection enabled by Deep Spring.
Deep Spring is utilising simple, elegant Outdoor / digital integration to celebrate a return to the brand’s mineral water roots. The unbeatable dwell time provided by JCDecaux’s high foot-traffic rail environment and pedestrian sites, coupled with simple, seamless digital gaming integration delivers a moment of relaxation on the daily commute, or lunch time break. The innovative activation celebrates Deep Spring’s focus on the ‘simple pleasures’ – in the language of today’s digital world.
Alan Klein, Head of Creative Solutions, JCDecaux said: “We’re excited to see clients playing in the gaming space. Combine this with beautiful imagery, audience engagement and online/offline out-of-home integration and you see really exciting results like the Deep Spring campaign.’’
Gaelle Boutellier CCA General Manager said; “It’s great to not only be able to provide Australians with inspirational creative reminding them to enjoy life’s simple moments but also the actual tools for them to do so”.
The Innovate panels are live until 22 August at Flinders Street Station and Southern Cross Station in Melbourne and Darling Harbour and Martin Place in Sydney.