Custom-built panels will allow passers-by to colour in patterns on screens as they walk through Sydney and Melbourne.
The campaign, from Saatchi & Saatchi New Zealand, UM and Ansible aims to promote the relaunch of Deep Spring and it's organic range of sparkling mineral water with 5% juice.
It uses technology from JCDecaux to tap into the mindfulness trends, with consumer able to colour in Zentangle patterns, providing a moment of relaxation to busy street scapes. The Zentangle patterns are interwoven with calming quotes such as "sip, relax, repeat".
It is part of a wider inetgrated campaign which will see the user-generated digital drawers shared across Deep Spring's social channels.
JCDecaux head of creative solutions Alan Klein says: “We’re excited to see clients playing in the gaming space. Combine this with beautiful imagery, audience engagement and online/offline out-of-home integration and you see really exciting results like the Deep Spring campaign.”
The panels will be live until 22 August at Flinders Street Station and Southern Cross Station in Melbourne and Darling Harbour and Martin Place in Sydney.
Credits:
JCDecaux Innovate
Software Development: Ansible
Media Agency: UM
Creative Agency: Saatchi & Saatchi NZ
Client: Deep Spring
