WATERMILL PRODUCT NAMING AND LAUNCH
The WaterMill is an air-to-water generator. As in - it sucks water vapor out of the air, then purifies it for drinking. It’s one of those “Why-the-hell-didn’t-I-think-of-that?” ideas that’s so simple and smart it makes you want to set yourself on fire, then put yourself out with 12 liters of delicious water. A functioning WaterMill is the intersection of two elements - air and water. While this needs to be news, it wants to be art. This campaign combines both tasks using a singular photographic style coupled with lyrical headlines. The effect is a series of traffic-stopping moments - happenings - dedicated to the idea that the WaterMill makes water out of thin air.
It’s beautifully simple.
