Kraanwater? Gaanwater!

The campaign started with a simple but strong insight: tap water is undervalued, especially when it comes to fitness. With the tagline “Kraanwater? Gaanwater!” (Tap water? Go water!) we gave it a whole new personality, turning it into a must-have for anyone who wants to stay active.

The visuals featured three quirky “models”—Marcel, Ronnie, and Janine— posing with water bottles and sports gear, embodying the playful energy of the campaign. We kept the aesthetic sleek yet accessible, combining humor with a touch of style to elevate tap water’s status.

Our OOH strategy ensured maximum visibility. Bold, attention-grabbing visuals were placed across high-traffic locations in Flanders, from bustling streets to gym-heavy areas. The geotargeted placements ensured we reached active individuals in the places they frequent most, with designs that sparked curiosity and conversations.

On social media, short animations and witty captions extended the campaign’s reach. Organic posts complemented targeted ads, keeping the message consistent and engaging. The highlight was a simple contest: participants had to count water drops in an animation to win a year of free sports. This interactive element not only drove engagement but also funneled traffic to the campaign website we designed and built.

The campaign’s success wasn’t just measured in clicks and impressions, it became a cultural touchpoint. Weeks later, it appeared as a question on De Slimste Ter Wereld, solidifying its impact as both memorable and relevant. I guess once again, we've beaten the algorithm with a heartbeat. Make people feel something, and your message will spread also organically without extra media investments.

So once again, we've beaten the algorithm with a heartbeat. Make people feel something, and your message will spread also organically without extra media investments.