Launching a seltzer when everyone else is, too, means you gotta stand out. This seltzer was all-in with their “no artificial ingredients” take on bubbly booze, right in their name: Real. So we created the “What is Real?” campaign. It’s curious. It’s a little trippy. And it’s exactly what we wanted thirsty people to ask when they saw it on the shelf. This campaign established a chill, clever tone for the brand that’s a little quirky and a lot of fun. Easily extendable and product-focused, the idea handed over a campaign with as many potential creative executions as there are questions in the ether.