Boag’s: Pure Water – Publicis Mojo Sydney – 7.062

Pure Waters

A simple notion is pretty much the entire premise for the ad: we watch as a young man drives his bicycle through the water and sees it transformed into a motorbike; a canoe become a speedboat; a hunting knife become a giant light sabre.

 

 

Our narrator (whose ukulele turns into a guitar and then a sitar with each dip into the water) then gives a history lesson on the rivers magical powers by explaining how his “old man never wore the same shoes twice” while we watch old film footage of a man dancing in the river, his footware changing with every step.

 

 

The spot ends, of course, with a case of ordinary beer being submerged into the waters, before reappearing as Boag’s Draught.


 

Credits

 

James Boags Draught

Pure Waters

Agency: Publicis Mojo

Creative Director: Micah Walker

Senior Art Director: Steve Wakelam

Senior Copywriter: Grant McAloon

Agency Producer: Jasmin Ferguson

Account Service Team: Simon Ludowyke, Tara Seymour

Production House: Revolver Films

Director: Steve Rogers

Producer: Michael Ritchie

DOP: Geoffrey Simpson

Production Designer: Steven Jones- Evans

Editor: Alexandre De Franceschi for Guillotine

Visual Effects: Fin Design & Effects

VFX Supervisor: Justin Bromley for Fin Design & Effects

Grade: Ben Eagleton for Bean Colour

Composer: Elliott Wheeler

Sound Design: Simon Lister for Nylon Studios

Producer: Karla Henwood for Nylon Studios

 

You can download the full version of the Creative Review Annual 2010 for the iPhone from the App Store.


 

More from CR

Halo Reach: Birth of a Spartan

The first advertising for the new Xbox 360 Halo game has been released, with this short film/trailer titled Birth of a Spartan.

Monotype embraces @font-face possibilities

Monotype Imaging yesterday launched a beta version of Fonts.com Web Fonts – a hosted service that, for the first time, enables designers to choose web enabled fonts from the Monotype, Linotype and ITC typeface libraries, in addition to various third-party foundries, for use in website design. We asked the guys at Monotype to tell us more…

Claridge’s rebrand

London design studio Construct has given the branding of London’s famous Claridge’s hotel a thorough overhaul, starting with the hotel’s crest which has been redrawn and the logotype which has also been redrawn using a refined weight of typeface SangBleu…

Record sleeves of the month

Our regular round-up of music packaging includes a very special release from UNKLE plus Kate Nash, Tracey Thorn and, get this, a cassette tape from Goldfrapp. Remember those?

Graphic Designer

Fushi Wellbeing

Creative Designer

Monddi Design Agency