James Boag at the Melbourne Cup

The James Boag Pure Waters campaign was extended in a newspaper advertisement last week in anticipation of the Melbourne Cup horse race today. John Flaus, the key actor from the Pure Waters campaign, appears on a horse with the text, “These waters just make things better.”

James Boag Melbourne Cup print advertisement


The Pure Waters campaign was developed at Publicis Mojo, Sydney, by creative director Micah Walker, senior art director Steve Wakelam, senior copywriter Grant McAloon, agency producer Jasmin Ferguson, account service team Simon Ludowyke, Tara Seymour, and head of strategy Nicole Milward, and photographer Michael Corridore.