Coca-Cola Amatil brand Deep Spring launched a live crowd coloured mural in central Sydney last week as part of a campaign in partnership with UM and Ansible to help reconnect people with the brand’s mineral water roots.
Capitalising on the adult colouring-book craze sweeping Australia, about 400 people contributed to the live artwork created to support Deep Spring’s ‘All That’s Needed’ positioning.
Ansible created a mobile colouring book for the campaign with animated banners taking people to a mobile optimised website featuring a blank colouring template. People then tapped and swiped their fingers to add colour to the canvas.
Once complete, the creation could be signed, saved and shared via Facebook.
The site was also optimized for out of home digital panels. Allowing people to enjoy a moment of distraction and relaxation from the hustle and bustle of Sydney’s Martin Place and Darling Harbour or Melbourne’s Flinders Street Station and Southern Cross Station. The live Sydney mural was the second version of the crowd-sourced creative show-piece, with the first version in Melbourne achieved with great success (https://vimeo.com/178852809)
Supporting the live mural and mobile game were proximity placed out-of-home panels within the JCDecaux and Adshel networks. One Green Bean has also worked on bringing the ‘All That’s Needed’ campaign to life across Deep Spring’s social channels.