Each week, The Examiner showcases an advertising campaign by a local company.
Client: Calistoga Beverage Co.
Job: Relaunch Calistoga brand in Northern California
Agency: Publicis Dialog, San Francisco.
Principal: Ted Barton, executive vice president and chief executive officer.
Other clients: Nestlé, Hewlett-Packard, Life Line Screening, SF Climate Challenge.
Creative team: Zoë Phillips, art director; Amanda Hughes-Watkins, copywriter; Katie Hopkins, creative director; Joe Lin, group creative director.
The plan: The campaign runs throughout the summer in outdoor advertising, including billboards, BART trains, cable cars, wild postings and various small outdoor units. Many local Bay Area artisans contributed to the Calistoga outdoor campaign, as well. The copy was hand letter-pressed/hand inked with the oldest press in San Francisco, and the letter pressing was first shot with lighting, then a second shot was done to incorporate the shadows (i.e., real branches and pans of water were used to create the shadows in the ad).
The theme: “Return to Good”
The concept: A “return to good” for all-natural mineral water, bottled directly at the source in Calistoga.
Position: Creative director
Education/background: Hopkins has been with Publicis Dialog for eight years and in the advertising field for 15 years.
What drove your development of the concept? We all think of ourselves as “evolved” because we live in modern times. But newer, bigger or more complex doesn’t mean better. There’s a part in all of us, especially us Californians, which yearns for simpler times; for a time when values were valued, like environmental conservation, hand-crafted goods and simple pleasures. The campaign stands for going back to times when food was simply real; from a real source, no pesticides, just plain natural food — the way it was meant to be consumed. This is a call to “Return to Good.”
Working on next: Look for expanded grass-roots efforts on behalf of Calistoga Beverage Co.