Kraanwater? Gaanwater!

This was the very first campaign I ever worked on in an advertising agency and what a start! “Kraanwater? Gaanwater!” (Tap water? Go water!) was a nationwide campaign to reposition tap water as the ultimate sports drink: free, healthy, and already in your kitchen. Our mission was to give tap water the energy and visibility of a major fitness brand without preaching or pretending.

I helped shape this campaign from day one. From brainstorming the campaign slogan to developing the visual identity and rolling out the full design, this project was my hands-on intro to creative campaigning. And it turned out to be a hit.

The visuals featured quirky characters like Marcel, Ronnie, and Janine, amateur athletes with attitude blending humor, style and relatability. The tone was light, playful, and proud. I created a wide range of assets, from OOH/DOOH posters and animated social content to visuals for the campaign website and interactive contest.

Speaking of impact:
The campaign reached 4.5 million+ online views
Drove 65,000+ website visits
Featured on 250+ outdoor screens across Flanders
And even made it onto De Slimste Mens ter Wereld Belgium’s most popular quiz show

The interactive contest “Tel de druppels en win” (Count the drops and win) brought thousands of people to the website, adding a fun, gamified layer to the awareness campaign.

This campaign taught me a lot about creative strategy, teamwork, fast execution and audience insight but above all: the power of a good idea with heart and humor. I’ll always remember this one as the start of something exciting.