Just dropped
What we loved
A beautifully simple idea, executed with precision to celebrate major news from two iconic brands. Set against London’s biggest stage, Piccadilly Lights, the work let the scale of the moment do the talking. No clutter, no overcomplication, just impact.
How we got there
Our brief was to announce smartwater’s arrival at McDonald’s across the UK, using the capital as the launchpad. The solution needed to be instantly understandable and visually arresting.
The line “smartwater’s just dropped at McDonald’s” gave us both. It’s a clear, confident announcement with a built-in visual cue, bringing the idea to life through the simple but striking image of a bottle dropping neatly into a McDonald’s bag.
The result cut through the noise, making a splash on one of the world’s most iconic screens.