TURBULENCIAS

“TURBULENCIAS,” the new campaign for H2OH! Still, created with ISLA Buenos Aires, directed by Augusto Giménez Zapiola and co-directed by Daniel Rosenfeld.

Based on the idea that Argentinians are used to navigating all kinds of turbulence, Isla developed a new campaign for H2OH! Still.

This new campaign aims to continue building awareness of H2OH!’s latest launch, which expands its offering into the still flavored water segment, increasing awareness and recognition of this new variety within the category.
The campaign builds on a territory the brand has developed over the years: humor drawn from everyday situations that all Argentinians can relate to. This approach not only creates a sense of connection but also helps establish a strong, recognizable association between the new variety and the H2OH! brand universe.
“After launching the successful “Gesticulators” campaign, we wanted to continue combining the unique character of Argentinians with a very tangible product benefit. That led us to the world of the turbulence Argentinians experience all the time. Because what happens in one week in Argentina might not happen in years elsewhere. The idea was to turn that simple observation into a metaphor that captures the turbulence of the moment, the kind that is part of our everyday lives. And, of course, H2OH! Still plays a fundamental role: accompanying us through every one of those moments,” explain Rodrigo Greco and Mariano Gamba, Executive Creative Directors at Isla Agency Buenos Aires.

The Executive Creative Directors added: “Being able to continue working with H2OH! is incredible for us. It is an iconic brand in Argentine advertising, with a team we love working with and that places great trust in us. We are also extremely proud to collaborate with Augusto, Daniel, and the entire Argentina Cine team.”

Natalia Landa, Senior Marketing Manager, Beverages Argentina, commented: “With H2OH! Still, we continue expanding our offering within the category, and ‘Turbulencias’ helps us deepen our positioning around lightness as a way of navigating life. At a time when everyday demands seem to keep multiplying, we want to invite people to approach things with a different attitude, finding a simpler, more positive way to face daily challenges.”

The launch includes a series of audiovisual pieces, supported by an amplification strategy across social media, outdoor advertising, and other touchpoints.