CHILLY'S BOTTLES

BACKGROUND:

This project was created as speculative work for the Drum Chip Shop Awards' in the Best Retail category.

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THE BIG IDEA:

I came up with this when trying to figure out exactly what USP made Chilly's bottles so popular. While Chilly's is a pioneer of the reusable movement, I also realised that the brand  took something very basic - hydration - and transformed it into a very personal aesthetic statement. 

In short, it makes hydration fashionable. Aspirational, even.

It was this big (and slightly off-kilter) idea that inspired the campaign - come to think about it, water is tasteless, lattes are basic, and soups are often beige and bland. Chilly's counters that by injecting a serious dose of style.

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The team:

Visuals: Tom Kennedy, Jak McKinley-Good

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