Essentia | Hold My Hydroboost
To launch a brand new Essentia product called “Hydroboost” to the masses, we made a social-first campaign called “Hold my Hydroboost”.
A campaign that flipped the popular ‘Hold my Beer’ phrase to put the product name out into culture in a repeatable and unmissable way.
In this instance, we enlisted six-time NBA all-star Jimmy Butler for a supercharged game of H.O.R.S.E on a Horse… of course.
“The Legend of Playoff Butler”
“Jimmy Butler spotted horsing around”
“Essentia Hydroboost's hoop-shooting horseplay”
“Jimmy Butler Saddles up to Show the Power of Supercharged Hydration”
“Essentia water got Jimmy Butler to play H.O.R.S.E.—on a horse”
CREDITS
AGENCY: Droga5
CD: Nicholas Bauman
CD: Rob McQueen
AD: Ben Muckensturm, Cherise Woo, Gonzalo Navarro
CW: Sara Muchnick, Brendan Dimech, Sean Buckhorn
ECD: Tom & George McQueen
DIRECTOR: Zach Math