How do you make bottled water interesting? Perhaps you’re not asking the right question.

McCann New York, ADC’s Agency of the Year at the ADC 92nd Annual Awards this past spring, engaged consumers by creating Nestle Water’s “The Fountain of Electrolytenment”, an intricate interactive display where customers can ask their most pressing questions and have their answers spelled out in the life-giving liquid.

Leslie Sims, EVP, Executive Creative Director at McCann New York, discusses just how important it was to create a shareable “event” out of the installation, as well as the ingenious way they got people to step up to the microphone and ask away.