Vittel: Couch converter

Credits & Description:

Brand: Vittel
Media: Online
Category: Non-alcoholic drinks
Agency: Ogilvy
Geo: France
Vittel: Couch converter
See the work at http://awards-showcase.net/vittel/couch/
Vittel is one of the best-selling mineral water brands in France: for over 50 years, it has made people keep active and ignite their inner vitality. Vittel wanted to revive and to strengthen its role as a daily active mineral water for French consumers. The Brand challenge was to trigger French people’s will power to embrace a healthier life. But how to do this when French people spend about 4.5 hours a day on their couch doing not so much? Vittel decided to tackle the problem at its very source - the couch - by turning this unsurpassed symbol of laziness into a symbol of activity.
The Vittel Couch Converter Service was born. The first service aimed at converting people’s couch into running shoes. Simple. Vittel asked people to upload a picture of their old couch onto its website and to send fabric from their old couch. Following this first step, Vittel then went to work to customize a pair of running shoes made from the fabric of the couch. Inside each shoe is a motivational message like 'I'm with you buddy', 'Never forget where we came from'... signed by Vittel.
Advertising Agency: Ogilvy, Paris, France
Chief Creative Officer: Chris Garbutt
Creative Directors: Frederic Levron, Thierry Chiumino
Art Director: Chris Rowson
Art Director: Bruno Bicalho Carvalhaes
Copywriter: Antoine Gauquelin
Producer: Antoine Bagot
Head Of Integrated: Benoit De Fleurian
Account Director: Antoine Petit
Account Executive: Jane Crobeddu
Strategic Planner: Ivan Pejcic
Production Company: Fighting Fish
Shoe Designer: Erik Arlen / Bagua
Sound Studio: Comptoir Du Son Et Des Images
Copywriter: Christian Foulon