When I began to dig into this brief, I quickly observed the many analogies and devices used to dramatise heartburn remedies in the past. Whether it’s a bunch of burley fireman hosing down your innards or an endearing Tummy character with chronic indigestion, these extra layers all seemed to get in the way.

The thing about Rennie is, it’s simple high school physics. Rennie is basically flavoured chalk. Chalk is an alkaline. Alkalis neutralise acid into water. Ta Dah!

The Waterfication campaign, set out to strip everything back to this fact and present it in a clear, simple way that people all over the world could decode at a glance.

From an art direction perspective I had observed the trend of beautiful food photography and natural ingredients in social channels like Instagram and wanted to move the brand more into this space. This would allow our highly visual ads to sit more naturally in these environments.

We love the moving image versions of the ads but if you’re in the UK please forgive the static 48-sheets and phone booths where the client insisted on placing a whole chili next to our waterfied one. Sometime clients just don’t give people enough credit to fill in the blanks:)