RKCR/Y&R Brings Colorful Volvic Mural to Life

By Erik Oster 

RKCR/Y&R launched a new ad for water brand Volvic’s flavored Touch of Fruit line and new sparkling variety, the brand’s first broadcast spot since 2013.

For the spot, entitled “Clearly More To It,” the agency teamed up with London-based animation studio Nomint to bring to life a mural by Brighton-based illustrator Jamie Cullen. He approaches a blank wall, which comes to life as the a paint he applies continually transforms. Near the end of the spot he takes a step back to admire his work, temporarily stationary, and watches as it continues to transform in front of him as the tagline appears onscreen. It’s a simple approach, but works well enough as pleasing eye candy. The spot made its debut yesterday on broadcast and Video On Demand, and will be supported by digital and in-store activations.

“We set out to make a huge splash for Volvic Touch of Fruit,” said RKCR/Y&R creative director Paul Angus. “Thanks to creative collaborations with Jamie Cullen and Eric Lerner, we’ve created a large scale street mural which not only looks cool but delivers a clear product story.”



Creative Agency: Y&R
Creative Directors: Paul Angus/Ted Heath
Art Director: Jamie Woodington
Copywriter: Richard Fox
Account Director: Lateef Joseph-Maynard
Agency Producer: Danielle Sandler
Director/ Production Co: Eric Lerner/Nomint
Producer: Christos Lefakis/Rupert Greaves/Marilena Vatseri
Editor: Andy@ hop House
Post Production: Nomint
Sound Design: Jungle
DoP: Toby Howell
Illustrator:  Jamie Cullen
Track – ‘Cut The Kid’ by Madeon
Music Supervision – Native Music