Run to the Water
Wet’n Wild is one of the largest water parks in Brazil, located just 40 minutes from São Paulo, the country’s most populous city. The campaign’s concept, “Run to the Water” (Fuja para a água), portrays the park as an accessible escape for those living the fast-paced life of the city. A place to disconnect, relax, and recharge far from the traffic, pollution, and stress of urban life.
The park’s visual identity was inspired by the duality in its own name: Wet and Wild. We created two characters with opposite personalities to reflect the different ways people enjoy the park, from chill to thrill.
Wet
Wet is the calm one. Always relaxed, wearing flip flops, he represents those who like to take it slow. He is all about floating in the lazy river, enjoying the tube rides and the more peaceful attractions. It is the laid back side of the park.
wild
Wild is pure energy. Loud, intense and unpredictable, he represents the ones who go straight for the extreme rides. He is the thrill seeker, the scream on the way down kind of fun. Wild is where the adrenaline lives.
