Artist

David Puentez

Agency

Leagas Delaney

Purpose

BRITA is redefining itself from a pure filtration expert to a lifestyle brand. With the launch of the innovative BRITA LARQ iQ, the goal was to emotionally recharge the brand and anchor it in the context of wellbeing, lifestyle, and music.

Part of the larger ‘Own Your World’ initiative—which spans TV, social media, and out-of-home—the campaign’s power lies in a striking visual metaphor. Rather than instructing Gen Z to safeguard their data, Telekom lets them feel the impact of losing it.

Approach

Under the motto “Feel alive as never before”, a large-scale social-first campaign was launched. Four influencers – including Olympic silver medalist Leo Neugebauer – shared their personal #myalivemoment stories, encouraging their communities to contribute their own. These moments were then transformed into an “Alive Song,” produced by international top DJ David Puentez. Five of the community’s moments were directly incorporated into the track, which premiered live at the official launch event in Berlin. In parallel, a paid social campaign ran on Instagram & TikTok, supported by nationwide OOH placements featuring David Puentez and Leo Neugebauer.