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Water Designs Our Lives

Water Designs Our Lives

Michael Carnevale

Michael Carnevale

September 24, 2018

But who designs for water?

"You want to avoid cliché and go deeper about the role and show the awesome power water has in our lives."

Jon Eckman, Group Creative Director at Havas Chicago, takes us through this cinematic spot for Moen and talks about the potential to expand the campaign.

 

How difficult is it to create a story around water?

Well, a lot’s been said about water. You want to avoid cliché and go deeper about the role and show the awesome power water has in our lives.

How powerful is water?

It’s why we exist as a planet, and our bodies are made of 60% water. So I’d say it’s pretty powerful. The Greeks and Romans named gods in its honor.

Is water considered a friend or a foe in this spot?

It’s a friend. But it’s a friend to which we give tremendous deference and respect.

What’s the storyline?

Shoring up the notion of the infinite ways water plays a role in our lives.

What was the insight that led to the narrative of this campaign?

Water has designed everything, from where civilizations have developed to our trade routes, all the way down to more recreational aspects of our life, from where we vacation to the rooms we prefer to have on those vacations—a water view is very desirable. It’s constantly informing our daily lives and daily decisions.

"In removing water, you begin to look for it, kind of crave it after a while."

How important is the role of technology in creating an impactful brand narrative for Moen?

It’s huge. I mean, we were instructed to bring this to life in an epic way for broadcast. But it’s the insight we arrived—“Water designs our life, who designs for water?”—that is a huge truth and allows us to push out this brand story in virtually any media vehicle we want. And that’s liberating and exciting for the team.

Anything unexpected when making these ads?

You don’t really know what you have until it’s gone. In removing water, you begin to look for it, kind of crave it after a while. The challenge came in execution. Framestore, our post-production partner, and Director Björn Rühmann of Smuggler were lockstep with us in making sure the tone and look was about how water designs our lives. The thing that was most difficult was the fact that you’re on a shoot where the client is seeing firsthand how beautiful these shots look with water, and you’re having to remind them that it will be even more provocative when the piece is finished. It’s a big leap for a client to see the movie in your head, but we’ve forged great trust with them and, ultimately, delivered a really important message in a way no one has seen before.

What was the goal of this spot?
To have people appreciate the value and essentialness water has in designing our lives. And then be hit with a question they’ve never been asked before: “Who designs for water?” We loved the provocative nature of both the execution and that question. All that to sell more Moen faucets.

The results?

We’ll see.

What’s next?

Again, as much as we’re proud of this launch spot, we have this super fertile space to play in now. And we’re stimulated and excited about the potential to push out this message every way we can. It’s a great creative position to be in now as an agency.

"You want to avoid cliché and go deeper about the role and show the awesome power water has in our lives."

Jon Eckman, Group Creative Director at Havas Chicago, takes us through this cinematic spot for Moen and talks about the potential to expand the campaign.

 

How difficult is it to create a story around water?

Well, a lot’s been said about water. You want to avoid cliché and go deeper about the role and show the awesome power water has in our lives.

How powerful is water?

It’s why we exist as a planet, and our bodies are made of 60% water. So I’d say it’s pretty powerful. The Greeks and Romans named gods in its honor.

Is water considered a friend or a foe in this spot?

It’s a friend. But it’s a friend to which we give tremendous deference and respect.

What’s the storyline?

Shoring up the notion of the infinite ways water plays a role in our lives.

What was the insight that led to the narrative of this campaign?

Water has designed everything, from where civilizations have developed to our trade routes, all the way down to more recreational aspects of our life, from where we vacation to the rooms we prefer to have on those vacations—a water view is very desirable. It’s constantly informing our daily lives and daily decisions.

"In removing water, you begin to look for it, kind of crave it after a while."

How important is the role of technology in creating an impactful brand narrative for Moen?

It’s huge. I mean, we were instructed to bring this to life in an epic way for broadcast. But it’s the insight we arrived—“Water designs our life, who designs for water?”—that is a huge truth and allows us to push out this brand story in virtually any media vehicle we want. And that’s liberating and exciting for the team.

Anything unexpected when making these ads?

You don’t really know what you have until it’s gone. In removing water, you begin to look for it, kind of crave it after a while. The challenge came in execution. Framestore, our post-production partner, and Director Björn Rühmann of Smuggler were lockstep with us in making sure the tone and look was about how water designs our lives. The thing that was most difficult was the fact that you’re on a shoot where the client is seeing firsthand how beautiful these shots look with water, and you’re having to remind them that it will be even more provocative when the piece is finished. It’s a big leap for a client to see the movie in your head, but we’ve forged great trust with them and, ultimately, delivered a really important message in a way no one has seen before.

What was the goal of this spot?
To have people appreciate the value and essentialness water has in designing our lives. And then be hit with a question they’ve never been asked before: “Who designs for water?” We loved the provocative nature of both the execution and that question. All that to sell more Moen faucets.

The results?

We’ll see.

What’s next?

Again, as much as we’re proud of this launch spot, we have this super fertile space to play in now. And we’re stimulated and excited about the potential to push out this message every way we can. It’s a great creative position to be in now as an agency.

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