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BRITA x Saweetie “TAP IN” Campaign
These executions are the result of my answer to a creative question for the MAIP 2021 Fellowship application. As a copywriter, I was asked to create a campaign/tagline based on the lyrics of a song. I decided to use the catchiest song I could think of, “Tap In” by Saweetie, which has 9 million streams and counting.
I figured, conceptually, BRITA was the best brand to pair this idea with, since the only way to use a BRITA filter is to fill it up with tap, tap, tap water.
Original Lyrics: “Little waist, fat ass, baby, tap in.”
Original Lyrics: Imma show you how to bag an eight figure N****
Original Lyrics: Wrist on glitter, waist on thinner
Original Lyrics: “Face on zaddy, pockets on jigga”