JUST Water
Music can attract Gen Z to JUST Water in a way no other brand can: with authentic clout. The goal? Sustainability that can rebuild a mill town.
My Role: Art Direction
Lindsay Saiia, Copy • Sarah DeFlaminio, Strategy
Spec Work • My Role: Art Direction
Lindsay Saiia, Copy • Sarah DeFlaminio, Strategy
OBJECTIVE
Music can attract Gen Z to JUST Water in a way no other brand can: with authentic clout. The goal? Sustainability that can rebuild a mill town.
Activation
ONE
Tease half the single on TikTok
TWO
Crowdsource the second verse
THREE
Bring the music to Glens Falls
A fire beat and a chance to headline a festival next to one of America's top artists: the perfect formula to make an audio go viral on Gen Z's favorite app.
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How to wake up a sleepy mill town in upstate New York? Bring thousands of Jaden's biggest fans up for a festival to release his new single, titled after the little city. Electric buses will further JUST's sustainability mindset to transport the fans, and all of the proceeds will support cultural events for years in Glens Falls.
Executions
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Microsite
