Vitaminwater / You’re Up

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CP+B and Vitaminwater produced a bunch of these billboards for several cities in their nationwide “You’re Up” campaign. Featured beverage series include Glow, Stur-D, Drive, and Revive, with each series touting its own unique benefits.

The gallery kicks off with all the headlines successfully sold to client for Houston—my hometown, and thus the city I know best and could write most lines for. My dad saw one of them regularly on his way home from work, so he’s got a soft spot for this campaign amongst my produced work.

Concepts, scripts, headlines. Steve Willis, AD / Gerard Caputo, GCD / Ari Merkin, ECD / Crispin Porter + Bogusky