The answer is in the water. That's the point of this new interactive, water-themed installation, the Fountain of Electrolytenment, created out of McCann Erickson New York, to launch Nestle Waters' new spring water brand Resource in Southern California. The Fountain lives at Los Angeles shopping center The Grove. On May 3-6, passersby can discover "total Electrolytenment" by asking the fountain questions, which it will then answer in real time via "scripted sheets of water." To create the piece, McCann teamed with industrial designer Steve Pevnick, aka father of fountain-scripting technology, L.A. scenic arts shop Jet Sets and sustainable design company Curb.
The Fountain is just one element of the integrated campaign promoting the brand's "It's more than hydration, it's total Electrolytenment,' positioning. The effort also includes print, outdoor, digital and social media.