Uncapped Natural Taste


Natural Source Waters Association




Dan Magee

The Challenge

Water is a big part of us yet most people don’t spend much time thinking about the water they choose to drink. The Natural Source Waters Association (NSWA) who represent nine producers of natural source waters exist to challenge and change this way of thinking by demonstrating the benefits of drinking natural source waters.

In 2020 NSWA partnered with Brave Spark to develop a thought-provoking category campaign that would increase people's awareness and understanding of the value of natural source waters to challenge head-on some long-standing myths about ‘bottled water’.

The Thought

Inspired by the truth that natural tasting water doesn’t come with limits, our creative vision was to craft a campaign that would celebrate the natural taste of natural source waters, differentiate between bottled water and tap water, and reassure consumers that all PET plastic used for water bottles is recyclable.

To celebrate what makes natural source waters special and encourage healthy hydration across the UK, the core campaign tagline ‘Uncapped Natural Taste’ emerged as a message that highlights and combines the key benefits of the product; from underground natural sources, not from tap and the non-chemically treated natural taste.

The Idea

Our collective vision led Brave Spark and NSWA team to a bustling and dynamic skatepark in South London because much like water, skateboarding is about flow and has energy, freedom and grace in its movement. Cleverly orchestrated by director Dan Magee, here we captured footage of Liisa Chisholm, a talented, determined and relentless female skateboarder, mastering her local skate park.

Skating the curves of the concrete park like waves, Liisa’s riding style brought a natural energy and flow to the film. With every twist and turn of Liisa’s skateboard, we superimposed the sound of flowing water to further accentuate Liisa’s natural power being unleashed as she mastered her craft in the skatepark.

To accompany this dramatic soundscape, we used a careful balance of 3D VFX to visualise the natural landscape source of natural source water. Working closely with graffiti artist, Jeremy Jones, we ensured that everything Liisa’s board touched left graffiti ripples like water, imprinting an intricate mural of a natural spring on the urban landscape.

The art of skating combined with the dramatic sound and graffiti effects working in perfect harmony have resulted in a colourful and dynamic final hero film. One that celebrates Liisa's natural powers in full flow and associates those feelings of freedom and self-expression with natural source waters.

To support the key messages further, we designed and built a dynamic landing page to continue to dispel myths about natural source waters, reflecting the energy and flow of the hero film.

The Result

In just under 8 weeks, Brave Spark produced a hero film, 6 supporting cutdown films and designed and built a visually engaging landing page - [https://www.uncappednaturaltaste.com] (https://www.uncappednaturaltaste.com)

In just over a month the campaign achieved 3.3 million impressions across Facebook and Instagram, reaching 2.1 million millennials and delivering 1.1 million video views. With 52.7k site visits (5% higher than the industry average) and an above-average CTR of 2%, the campaign successfully increased awareness of natural source waters qualities, highlighting the creative was impactful and effective in driving strong engagement with millennials.

The campaign is a true celebration but also an important reminder that the natural source water is one of the healthiest ways for people to keep hydrated. Kinvara Carey, General Manager at Natural Source Waters Association said:

“With the Government focus on tackling obesity, there has never been a better time to encourage healthier eating and drinking...It has been great to work with Brave Spark on a powerful campaign to bring this message of natural, healthy hydration, linking it back to the source, to a key audience”.

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UK & Europe

Brave Spark, 14 Dufferin Street, London, EC1Y 8PD

+44 (0)207 490 7740

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