Water was bored and Vitaminwater made it brilliant. We wanted to do the same for teens. We found that teens were so bored that they could not stop tweeting about it. So we created the direct-response campaign #makeboringbrilliant telling teens to 'tweet us what's boring and we'll make it brilliant.' Over 1m teens participated. and we directly tweeted back over 1,000 unique videos, gifs, and images—including hipster zombies, yeti nanas, and lots of cats.