Work done while employed by global public relations firm Weber Shandwick.
The ask: Raise awareness of Nestle Waters North America's beverage delivery service.
My role: Campaign concept creation, write story and video proposal, sell in to client, create hashtag, write all supportive social content.
The story: Going to the store to replenish your bottled water supply isn't exactly soul-crushing—that honor is reserved for chores like waiting at the DMV. But let's be honest: It's not adding anything to your life, either.
You spend so much time and energy caring for your family—planning schedules, mapping out meals for the week, keeping yourself and your kids hydrated with a fast-disappearing stock of healthy beverages. But buying water by the bottle means spending too much time restocking at the supermarket, and buying in bulk means carrying heavy cases and suffering the chaos of big-box stores.
Admit it: Sometimes you hoard those final few bottles—or the last drops in your dispenser—for your kids or your spouse, just to avoid the trip. You’ve heard of Fear of Missing Out (FOMO)? Well, you might be suffering from Fear of Running Out (FORO).
The only thing worse than adding extra work to your busy schedule is not having the water you want for your family. When you run out of the beverages you choose, they’ll reach for what’s available. And thirsty choices aren’t always smart choices. Having the water you want, when you want it, is how you keep your family healthy and hydrated.
Control more of what keeps you and your family healthy with ReadyRefresh. Because when you're thirsty, you should get to drink your beverage of choice—not fall victim to Fear of Running Out.
The video: Life moves better—faster, healthier, happier—when you have the resources you need in easy reach. We’ll set out to showcase “FORO” and how to defeat it by outfitting 3-5 family homes with cameras and the ability to measure water consumption.
First, we’ll record one week of the families in their normal routines—without ReadyRefresh service—as they interact, work, do their chores and hobbies, and hydrate (or not). We’ll get their recorded confessions on how little control they have over their water consumption as well as how they’re doing and how they’re feeling.
Then ReadyRefresh arrives. We’ll spend another week seeing their lives improve with easier and more plentiful access to bottled water—with more control and better choices. As their ample supply reminds them to hydrate frequently—and they never pass up a bottle for fear of running out—we’ll hear how much better their lives keep moving. And we’ll get to see their routines improve with our own eyes.