DE-Masthead-A88-Shaq

SHAQELICIOUS

Recently, Davis Elen waded into the highly competitive bottled water category, creating engaging video content for the Alkaline Water Company that could be deployed in both traditional and digital channels. Although the brand had managed to achieve national distribution for its cornerstone product, Alkaline88®, consumer awareness was negligible. To jumpstart recognition, the company enlisted ubiquitous spokesman, legendary basketball Hall of Famer, Shaquille O’Neal, to become its brand ambassador.

A88-TimesSquare

SHAQUILLE O'NEAL

Rather than the standard “pitchman” role, Davis Elen banked on Shaq’s down-to-earth everyman persona, electing to show him hard at work for the company, literally. If he’s not in the warehouse forklifting pallets of product, Shaq is seen driving a big rig, stocking shelves and stacking displays in store — building up a thirst that could only be quenched by a long, satisfying gulp of Alkaline88. All while touting the brand’s unique benefits under the agency-created tag line: Shaqelicious!

Big Rig :30

Forklift :30

Hand Truck :30

Display :30

OUT OF HOME

Blank billboard ready for new advertisement

DIGITAL

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Los Angeles, CA 90017

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7750 El Camino Real, Suite 2F
Carlsbad, CA 92009

SEATTLE

2033 6th Ave, Suite 600
Seattle, WA 98121

ARLINGTON

1101 Wilson Blvd, 6th Floor
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KANSAS CITY

420 Nichols Rd
Kansas City, MO 64112

LOS ANGELES HEADQUARTERS

865 S Figueroa St, Suite 1200
Los Angeles, CA 90017

SAN DIEGO

7750 El Camino Real, Suite 2F
Carlsbad, CA 92009

SEATTLE

2033 6th Ave, Suite 600
Seattle, WA 98121

ARLINGTON

1101 Wilson Blvd, 6th Floor
Arlington, VA 22209

KANSAS CITY

420 Nichols Rd
Kansas City, MO 64112

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