Aquarius

Aquarius Water positioned itself as the drink for "losers"—but in the best way. If you’re losing water and minerals, Aquarius has you covered with hydration, nutrients, and natural flavor to get you back on track.

For the European launch of the Aquarius “loser” campaign, we were tasked with creating a bold PR stunt for the German market.

Our idea? We spray-painted the word “loser” on the cars of three of Germany’s top media personalities—Bonnie Strange, Marteria, and Sophia Thomalla—and leaked the photos. The internet blew up, and soon the story hit traditional news outlets across Europe, the U.S., the U.K.—even China was talking about it.

Not bad for a bunch of losers.