How Bill invented 4th generation hydration

Aquablu came to Uncle Bill with a big ask: help the world understand that their smart water dispensers aren’t just cool, they’re the future. They needed a foundational campaign that would introduce Aquablu as the savior of hydration and give plastic bottles a run for their money.

Naturally, Uncle Bill started with a quick history refresher: First, there was water (good). Then came coffee, tea, and alcohol (fun, but let’s not kid ourselves). And finally, carbonated drinks (bubbly but not so eco-friendly). But now there is Aquablu: a high-tech, filtered, vitamin- and mineral-enhanced solution that’s good for your overall performance, wellbeing, and the planet.

We called it 4th generation hydration. It’s a fancy way of saying, “Hey, we’ve come a long way from tap water,” but with that sweet techy vibe Aquablu was after. With these dispensers designed for modern, dynamic office spaces, it’s more than just water – it’s hydration that fuels productivity.

The result? A campaign that makes you want to ditch plastic bottles faster than you can say “Smart water dispenser.”