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Deep Spring joins colouring book craze with interactive digital billboards


Deep Spring joins colouring book craze with interactive digital billboards


Coca-Cola Amatil water brand Deep Spring has leveraged new digital out-of-home technology to bring a colouring book to the streets of Sydney and Melbourne.

A new campaign promoting Deep Spring sparkling mineral water’s relaunch, combines Zentangle patterns with out-of-home digital technology to enable passers by to colour in the patterns.

JCDecaux’s custom built panels feature an in-built digital touchscreen for colouring, which also delivers inspirational and calming quotes such as ‘sip, relax repeat.’ 

In keeping with the trend of relaxation colouring books for grown-ups, the Zentangle patterns are believed to heighten focus and creativity, as well as an increased state of personal wellbeing.

Related: We Are Social recently published a relaxational colouring book with a difference to promote the release of Bad Moms »

By offering passers-by a moment of focus and relaxation, the activation aims to celebrate Deep Spring’s mineral water roots and its focus on ‘simple pleasures’ while keeping up with the language of today’s digital world.

The personalised user-generated drawings on the screens will be shared across Deep Spring’s social channels as part of a wider integrated campaign.

“We are excited to see clients playing in the gaming space,” says Alan Klein, head of creative solutions at JCDecaux. “Combine this with beatiful imagery, audience engagement and online/offline out-of-home integration and you see really exciting results like the Deep Spring campaign.”

Gaelle Boutellier, Coca-Cola Amatil general manager says “it’s great to not only be able to provide Australians with inspirational creative reminding them to enjoy life’s simple moments but also the actual tools for them to do so.”

The panels are live until 22 August at Flinders St. and Southern Cross Stations in Melbourne and Darling Harbour and Martin Place in Sydney.


CCA and JCDecaux executed the campaign in conjunction with Ansible, UM and Saatchi and Saatchi NZ.

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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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