Find interesting and unexpected ways to extend BMW's Global JOY campaign to attendees of the PGA Tour FedExCup Playoffs BMW Championship.

The idea is to bring JOY to attendees of the tournament rather than just talk about it in the advertising. The 3D label revealed the word JOY when you turned it in your hand.

The water bottles were a big hit, but cool, refreshing water at an all-day outdoor event will always be popular. What was amazing was the number of people who paused and inspected the label - held it up to eye level and lined up the "JOY" and "H2O" - and smiled before opening the top and taking a drink.