£2 million campaign for Rubicon Spring

The agency has teamed up with Diarmid Harrison-Murray and MPC Creative, the production arm of VFX studio MPC (of Jungle Book and Life of Pi fame), to build the animated world and the campaign went live on 7 August, across TV, VOD, and social platforms, with OOH sites across London.

The creative sees the creation of Rubicon Spring played out in a fun, animated world with a cheeky subtext. In the ad, Mrs Spring Water is seen playing away with some seriously sexy fruit to create an exotic range of off-Spring, Rubicon’s new offering, running under the strapline, ‘Water’s had a fruity fling!’

Sean Dowie, Rubicon’s brand group manager, said, “We are excited about the launch and will be supporting it with an entertaining through the line campaign, which communicates the core proposition in an engaging and humorous way."

Matt Waller, executive creative director, BMB, said, “We grasped the opportunity to leverage Rubicon’s irreverent personality and refresh the water category with a tale of a fruity ménage à trois involving Spring water and fruit in an exotic paradise; another reason to ‘Believe in Beach’.”