JCDecaux, Ansible, UM, Saatchi & Saatchi NZ and the Coca-Cola Amatil brand Deep Spring have partnered to bring the first outdoor digital colouring book to life on the streets of Sydney and Melbourne to promote Deep Spring’s relaunch and celebrate its range of sparkling mineral water.
The custom-built panels, created by JCDecaux, feature an in-built digital touchscreen that allows passers-by to colour in Zentangle patterns interwoven with inspirational and calming quotes such as “sip, relax, repeat”. Zentangle patterns are believed to heighten focus and creativity, as well as an increased state of personal wellbeing.
Part of a wider integrated campaign, the personalised user-generated digital drawings, created by passers-by on JCDecaux’s digital panels, will be shared across Deep Spring’s social channels emphasising the moment of disconnection enabled by Deep Spring.
Alan Klein, head of creative solutions, JCDecaux, said: “We’re excited to see clients playing in the gaming space. Combine this with beautiful imagery, audience engagement and online/offline out-of-home integration and you see really exciting results like the Deep Spring campaign.’’
The Innovate panels are live until 22 August at Flinders Street Station and Southern Cross Station in Melbourne and Darling Harbour and Martin Place in Sydney.
Software Development: Ansible
Media Agency: UM
Creative Agency: Saatchi & Saatchi NZ
Client: Deep Spring