Ground Zero likens the Voss experience to a "revelation" in its first campaign for the Norwegian bottled-water brand.
The print effort features Voss' sleek, cylindrical decant er floating above people's heads. In one of 11 ads, a woman stands in front of a pool looking up in awe at a bottle of Voss. The tag line, "Super pure water from Norway," is the only copy.
Another execution shows a man on a city rooftop staring ahead at the product.
"We wanted to capture that moment of revelation," said Tyler Whis nand, creative part ner at the New York agency.
Shot by Dutch photographer Elspeth Diederix, the ads focus on the style of the bottle, said Andrew Gledhill, Ground Zero president.
The work will run in art and city publications, starting with a four-page spread in the Decem ber issue of Soma. Aimed at major metropolitan areas such as New York, Miami and San Fran cisco, the ads primarily target women ages 21-35.
However, "the appeal of this will go to a mind-set, as opposed to an age," said agency brand planner Natasha Jak ubowski, who moon lighted as a model for one ad. "[The campaign targets] people looking for new experiences and the finer things in life."
Ground Zero won the estimated $5-10 million Voss USA account without a review in October 2000. Previous work from Fri erson Mee + Partners in New York, which handled the account since 1998, took a fashion-oriented approach. One ad showed a woman in a blue dress covered in water. It carried the tagline, "Water for your senses."