From New York

Vitaminwater is debuting a new campaign entitled “vitaminwater from New York” -- the brand’s first in two years. Did you know that vitaminwater was born in New York City? Our rainbow of flavors are a reflection of the city's diverse and vibrant surroundings. This is why the brand’s latest campaign pays homage to the unique energy of New York City that is reminiscent of what the brand is today -- colorful, flavorful, and anything but boring.

To bring our creative concept to life, we’ve enlisted award-winning filmmaker and producer Spike Lee to immerse fans into the vibrant world of NYC, in a way that only vitaminwater can. Lee lends his directorial eye and creative vision to the campaign that honors the distinctive boldness of the city and hits close to home, capturing how vitaminwater is truly so New York. The creative centers on the beauty in the everyday from the perspective of a New Yorker by showcasing how vitaminwater fuels and is fueled by the energy of the city -- from the corner bodega to the food truck that’s open late to iconic landmarks like the Brooklyn Bridge.

Supplementary to the hero creative, we tapped three emerging film students at a prominent New York City university to direct films entitled “Energy of New York,” “Color of New York,” and “Taste of New York.” The students who directed the short films were handpicked by Spike Lee himself, including Joshua Reed, Kaitlyn Busbee and Joecar Hanna. Their content tells the story of everyday New Yorkers living a bold and vibrant life amidst the lovable chaos of New York City, with our rainbow of vitaminwater flavors -- like energy, xxx, power-c, squeezed, and focus -- at center stage.

“vitaminwater from New York” will be live starting today across paid and social running through September in the U.S. and October in Canada. The launch is accompanied by an extensive amplification plan, consisting of digital video, social media, streaming, audio and eye-catching out-of-home advertisements, tailored to New Yorkers.