JCDecaux ‘Draws’ on Digital Relaxation Techniques for Deep Spring

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 delicious
natural and organic range of sparkling mineral water with 5% juice.
Tapping into gaming culture and current health and mindfulness trends, the campaign
combines the ancient art of Zentangle patterns with the latest in Out-of-Home technology to
bring a rare moment of distraction and relaxation to the busy streets of Sydney and
Melbourne.
The custom-built panels, created by JCDecaux, feature an in-built digital touchscreen that
allows passers-by to colour in beautiful 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 well-being.
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.
Deep Spring is utilising simple, elegant Outdoor / digital integration to celebrate a return to
the brand’s mineral water roots. The unbeatable dwell time provided by JCDecaux’s high
foot-traffic rail environment and pedestrian sites, coupled with simple, seamless digital
gaming integration delivers a moment of relaxation on the daily commute, or lunch time
break. The innovative activation celebrates Deep Spring’s focus on the ‘simple pleasures’ –
in the language of today’s digital world.
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.’’
Gaelle Boutellier CCA General Manager said: “It’s great to not only be able to provide
Australians with inspirational creative reminding them to enjoy life’s simple moments but also
the actual tools for them to do so.”
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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.
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