The advertising campaign utilizes various media to promote Camelbak water bottles as eco-friendly hydration companions. A print ad shows a Camelbak bottle growing into a tree bearing more bottles to represent continuous renewal. An animated digital pop-up ad depicts a bottle buried and sprouting a tree bearing bottles. An in-store display imitates the print ad. A radio ad features the voice of Mother Nature expressing happiness from natural sounds but despair from industrial noises, urging listeners to help the environment by using reusable Camelbak bottles. The campaign aims to promote Camelbak bottles as sustainable products that allow consumers to care for themselves and the earth.

1. Megan Kellenberger
Mandy Hui
Chelsey Munkres
Randy Ramirez

2. ➔ Camelbak is a dependable and
durable water bottle that is also
beneficial for the environment.
➔ Explanation:
◆ Our consumers desire to use
products that support a healthy
lifestyle for both themselves
and the environment. Camelbak
provides this by being an eco-
friendly hydration companion for
these consumers.
Creative Concept (Big Idea)

3. ➔ Just Add Water
➔ Man’s Best Friend
➔ Mother Nature’s Bottle
➔ Making Every Drop Count
➔ Be Young, Have a Bottle
➔ Higher Quality, Cleaner Taste
➔ Un-Bottle-able
➔ B.Y.O.B. (Bring Your Own Bottle)
➔ Refresh Reuse
➔ Rinse, Wash, Repeat
➔ Reducing Waste Everywhere
➔ Healthy Earth, Healthy You
➔ Back to the Nature
➔ Love the Earth, Love yourself
Taglin
es
➔ Stay in nature, Growth in nature
➔ Choose the best for you, choose the best
for the environment
➔ All you need is Camelbak
➔ Camelbak the best eco hydration bottle
➔ Plant your future
➔ Lifetime Hydration
➔ Live. Hydrate. Repeat.
➔ Refreshing Reusability
➔ Reusable vitality
➔ Refresh your natural life
➔ Not just a water bottle, a life companion.

4. Our print ad is based on the concept of a Camelbak
bottle growing into a tree with full Camelbak bottles
hanging from it. We designed the ad to utilize the
natural background of the sky to contribute to the eco-
friendly concept of the campaign. The tree represents
continuous and renewable life. The ad utilizes
informal balance to let the audience see the natural
space and to feel the connection between Camelbak
and the natural environment. We used the headline
“Plant Your Future” to play off of the idea of “planning
your future” by buying a Camelbak bottle. Our
subheadline “One Bottle at a Time” is used to support
our headline by implying that we hope our audience
will support the environment by purchasing a
Camelbak water bottle.
This print ad can be put in a variety of magazines
from outdoor to life style.
Print
Ad

5. Format: Story
One-line descriptor:
“Man plants Camelbak which grows into a tree
that symbolizes mother nature, growing water
bottles for the man to hand down a bottle to a
child.”
Commerc
ial

6. Commerc
ial
VIDEO AUDIO
FADE IN:
CU: MAN DRINKING FROM
CAMELBAK WATER BOTTLE
CUTAWAY: MAN BURYING
WATER BOTTLE IN THE
GROUND
DIP TO BLACK
LS: SAPLING HAS APPEARED
WHERE BOTTLE WAS
PLANTED
SAPLING GROWS INTO TREE
CAMELBAK BOTTLES APPEAR
ON THE TREE LIKE FRUIT
MUSIC CUE: soft and airy
instrumental
SFX: gentle breeze and nature
sounds
VIDEO AUDIO
OTS MS: MAN REAPPEARS
FACING THE TREE
MAN MOVES CLOSER TO THE
TREE NOW WITH A CHILD
MAN REACHES UP TO THE TREE
AND PICKS OFF A BOTTLE
INSERT SHOT
CU: MAN HANDS WATER BOTTLE
TO THE CHILD
ENDCARD
FEMALE VO: I’ve always provided
the best for you as your natural
mother. Just as you do for your son.
FEMALE VO: By giving him
something that treats me well, you
join Camelbak on its journey to
planting a better future, one bottle at
a time.
FEMALE VO: Just add water.

7. Digital
Strategy

8. Digital
Strategy
For our digital media strategy, we will be using
an animated pop-up advertisement. The
animated ad will open a new window on top of
the website’s page anytime the web page is
accessed by an individual for the first time in a
session. The content of the ad will be a graphic
animation. The ad will begin with a Camelbak
water bottle falling into the ground and the
ground will then look freshly disturbed as if
something is buried. Next, a sapling will begin to
sprout and turn into a fully developed tree. After
the full tree appears, it will begin to grow
Camelbak water bottles. Finally the tagline, logo,
and call-to-action will appear on the ad. Beneath
the call-to-action, Camelbak’s website will
appear as well as three social media sites where
the viewer can go to learn more about
Camelbak. These social media sites include
Twitter, Instagram, and Facebook.
This pop-up ad will be located on sites where the
customers are adventurous and like outdoor

9. Out-of-
Home
Camelbak’s out-of-home support media will
be an in-store display that will help us reach
our target audience where they are. We see
our consumers in stores that have
merchandise for healthy people with active
lifestyles. These in-store displays will
resemble our print ad with a tree being
fabricated out of cardboard resulting in a
shelving unit with our new tagline and
Camelbak logo. It will hold Camelbak water
bottles available for in-store purchase.
Some store examples include: REI, BIG 5,

10. Radi
o
“Planting Your Future”
:30 sec
Format: Dramatization/Situation
MUSIC STARTS: (calming and soft instrumental
music)
SFX: NATURE SOUNDS (BIRDS CHIRPING, SOFT
BREEZE, SOFT INSECT BUZZING)
MOTHER NATURE: These are the sounds of my
happiness.
SFX: INDUSTRIAL SOUNDS/ CRUSHING PLASTIC
MOTHER NATURE: These are the sounds of my
despair.
MOTHER NATURE: I’ve always provided the best for
you as your natural mother. Now, it’s your turn to
provide for me. By using a Camelbak water bottle, you
are helping the environment as well as yourself lead a
healthier more sustainable lifestyle. You can plant
your future, one bottle at a time. Just add water.
SFX: NATURE SOUNDS RETURN AND CALMING
MUSIC
MOTHER NATURE: Find your next refill at
camelbak.com

11. Our Camelbak advertising campaign works because we are
targeting active and health conscious individuals that not only care
about their personal health but also the well-being of Mother
Nature. Camelbak promises to provide consumers with a durable
and dependable hydration companion without harming the
environment in the process. Thus, our campaign has an emphasis
on the notion that nature provides us with the necessities needed to
live a sustainable life. We illustrate this through the use of natural
imagery such as a tree growing from a Camelbak water bottle, as
well as using a voiceover that gives Mother Nature her own voice.
We use these elements to persuade consumers to plant their future
and invest their money in a Camelbak reusable water bottle.
Why it
Works

12. HANK YOT U