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Sparkling tears
Cannes Eau on the Go
Ad Age - Young Creatives 2025
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:
Ever wonder where your tears go when you cry?
Ask a scientist. It will probably say they evaporate.
Ask a kid. It will probably say they turn into rainbows, or some other kind of magical sh*t.
Ask a philosopher. It will probably say tears never truly disappear, they stick with us no matter what.
Luckily, you didn’t ask any of them. Well, technically, you didn’t ask at all.
But, if you’d ask us, we’ll tell you something different:
Tears don’t disappear or evaporate. They go somewhere better!
We bottle them!
But we’re not interested in all kinds of tears. Just from creatives. That do creative stuff. And have a creative job. Living in a creative life. Surrounded by creative friends. Living in their little creative world.
You know these people too! They gather in this place called the Cannes Lions Festival of Creativity.
You see? They even put creativity in their name!
But when these people start doing creative stuff, tears come along the way.
Remember that brief that made you question your life choices, but then the client approved it without any changes?
A tear of joy dripped down your face while screaming "letsgoooo".
Or the time you saw THAT campaign? Left you speechless 'cause, how powerful some words can be, huh!?
A tear of compassion rushed down your face.
Or when you lost the pitch, but made your team stronger?
A tear of fulfillment spilled down your cheek.
Going back!
We bottle them in this nice, eco-friendly, aluminum bottle, so creatives can drink them and get inspired, again.
Later, the inspiration becomes an idea, the idea brings emotions, the emotions bring tears, and voilá!
So, if you’re a creative that drank a Cannes Eau on the Go, you probably wondered why it felt so familiar.
Or, should I say, taste so familiar?
Anna Floarea - Copywriter
Mario Francisco - Art Director