To build awareness for premium mineral water Güitig in one of the world’s most saturated advertising markets, We Communicate took the brand to an iconic global stage: Times Square, New York. The week-long launch combined premium out-of-home with a PR stunt — product sampling with passersby — and three creatives reinforcing the brand’s origin, purity and differentiation. The activation reached millions of pedestrians and tourists at the epicenter of global advertising, generated an estimated 15 million impressions in a single week, and sparked organic social content from travelers who shared the moment — consolidating Güitig as a globally visible reference from Ecuador in the premium water category.