Those of us who are addicted to the utterly nihilistic activity of popping bubble wrap are sure to be suitably impressed with Aquafina's far more useful repurposing of this nefariously tactile stuff. To introduce a new line of sparkling waters, BBDO simply represents the product with the packing material. "Bill Bruce has created a fun, witty personality for Aquafina through the TV," explains copywriter Kevin Tenglin. "We wanted to stay true to that and at the same time do something really attention grabbing. This was, after all, the launch of a new product." Adds art director Melinda Ward, "What sets Aquafina Sparkling apart are the bubbles, so we had to communicate bubbles in a fun way. We went through a ton of ideas until it just dawned on us: everyone loves bubble wrap. From there it was an easy step to use bubble wrap to bring the idea to life."