Vitamin Water



Soham Chatterjee

Aravindan Thirunavukarasu


Cannes Lion

(This project was done while the students were at the Agency Lab at Sapient Nitro. The two students participated in the Thanksgiving and Christmas portion of the campaign. Students get real world experience while studying at Miami Ad School.)

Teens get bored after about two seconds. We know because they tweet about it over 5 million times a week (and because we were teens once). That’s why vitaminwater, the experts at solving for boring stuff—see plain, old water—set out on a mission to make every other boring thing more brilliant for their fans.

That’s where we came in—helping them to transform Twitter from a 140-character yawnfest into a brilliant engine for direct response via social. One that could both deepen engagement on the spot and also drive fans to the brand website.

So how did it all work? With a simple promise: Tweet us what’s boring. And we’ll make it brilliant.


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