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Sober up!



Cannes Eau on the Go
Ad Age - Young Creatives 2025



For the Ad Age Young Creatives contest, we had to come with a bold execution showcasing our creative campaign, alongside a written pitch explaining the concept and idea. 
Cannes Eau on the Go is a fictive sparkling water, drunk by creatives during the Cannes Lions Festival of Creativity, that comes in two flavours: insight peony and bold bergamot.

Scroll down for the written pitch













Written pitch:

What do people do at the Cannes Lions International Festival of Creativity?
They celebrate their unique, unexpected minds.
Because when you get to be there, 
you just know you worth it.
And when you know you worth it,
you can't hide your excitement,
but transform into this party animal that can't stop drinking.
Oh, sorry, I meant celebrating...

In the beginning it's all fun and games.
Especially when you're surrounded by all these amazing minds.

You reunite with your colleague from 15 years ago?
CHEERS!
You see your ex-boss?
CHEERS!
You meet your new boss?
CHEERS!
You finally run into that CD you admired so much, you just wanna shake her hand and listen to everything she could possibly say?
CHEERS!

But after soooo many beers, 
you can go from tipsy to wasted in a sec.
And who knows what stupid sh*t you could possibly say?
Or do...
So you must sober up!

But how?
When so many cool people are looking, 
you can't just risk ruining your bad*ss reputation.
So many years of successfully hiding the party pooper inside you...
and for what?
Just to be seen with this sparkling water in your hand?

And what if you're thirsty and you're dying over a bottle of sparkling water?
Chug one more beer!
What are you? A loser? 

Don't get me wrong, tho!
The Cannes Eau on the Go is an amazing sparkling water.
... Only if there was something that could make them look cooler?
Oh wait! 
There is!?

The new packaging of the Cannes Eau on the Go is the perfect disguise you've been looking for! 
Sober up a bit while keeping your fearless image. 

*instructions for how to fake a burp on the pack of the pack*



Anna Floarea - Copywriter 
Mario Francisco - Art Director