NBA superstar Jimmy Butler of the Miami Heat stars in this campaign from Droga5 NY introducing consumers to Essentia Hydroboost, an enhanced water which carries 30x the electrolytes compared to premium waters, without the artificial ingredients of sports drinks. The social campaign features Butler as he saddles up to show what supercharged hydration can do in a super-epic game of H.O.R.S.E. on a Horse. 

Directed by Zach Math via production house Caviar, this film–”H.O.R.S.E on a Horse”–playfully unleashes Jimmy’s bombastic self as he pulls up to a local pickup court on horseback, proceeds to throw down the challenge and quite literally puts the ‘buck’ into “Jimmy Buckets.”

The memorable game of H.O.R.S.E. is part of a social and influencer-focused “Hold My Hydroboost” campaign that uses celebrity channels to drive mass awareness, #HoldMyHydroboost is amplified by Essentia’s first-ever creator program —partnering with other superstars, notable celebrities and over 30 TikTok creators with a variety of voices. From singer-songwriter and dance superstar Tate McRae putting a supercharged spin on a #GRWM ahead of her upcoming Think Later world tour to teen actor turned athlete Javon “Wanna” Walton out to prove he belongs in boxing after his professional boxing debut ended in a draw. Select TikTok creators in sport, music, fitness, art, gaming and fashion have created their own #HoldMyHydroboost moments and even unboxing videos of specially designed Hydroboost kits to spark conversation around chasing everyday ambitions. Each touchpoint is designed to drive awareness, encourage people to show up and show off, and create a ripple effect in hard to miss social spaces and verticals.

“Hydration is in the collective consciousness in a big way. Drinking water is suddenly synonymous with not only good health, but almost success in general life,” said Tom McQueen, executive creative director, Droga5. “People talk about water like it’s a magical elixir. Which is silly, it’s not—but Essentia Hydroboost is. That’s the beauty of “Hold My Hydroboost.” It’s a celebrity-studded social and influencer campaign that allows us to exaggerate the benefits of supercharged hydration in really entertaining, unexpected and surprising ways – be it a supercharged game of H.O.R.S.E on a horse, or supercharged take on a #GRWM for the world.” 

“The water category is pretty saturated (pun intended) so doing something that stands out and steals some attention was an absolute must,” said Rob McQueen, creative director, Droga5. “Sometimes we forget that this can be fun and when we get the chance to launch something into the world with some fun built into it for everyone to enjoy, it’s even better. And despite the internet loving this… We did not need an algorithm or tons of data to know Jimmy Butler playing H.O.R.S.E. on an actual horse was going to be something people would like to watch.”

Credits

Client Essentia Agency Droga5 NY Scott Bell, chief creative officer; Tom McQueen, George McQueen, executive creative directors; Nicholas Bauman, Rob McQueen, creative directors; Ben Muckensturm, Gonzalo Navarro, sr. art directors; Sara Muchnick, Sean Buckhorn, sr. copywriters; Cherise Woo, art director; Brendan Dimech, copywriter; Lia Sifilgoji, design director; Samantha Lee, Viktoria Burak, designers; Ruben Mercadal, Jenn Mann, co-heads of production; Dave Stephenson, executive producer, film; Sam Morgan, sr. producer, film; Alisha Bhowmik, associate producer, film; Mike Ladman, sr. music supervisor; Mara Techam, jr. music supervisor; Andrew Quay, gropu strategy director. Production Company Caviar Zach Math, director; John Matysiak, DP; Josh Morse, exec producer; Brian Etting, producer; Cat Craven-Griffiths, head of production; Denise Blackard, production supervisor. Editorial Cut+Run Paul Watts, editor; Eli Beck-Gifford, assistant editor; Laura Hertzberg, managing partner; Diana Mendez, sr. producer. Postproduction Parliament Philip Ineno, VFX supervisor; John McIntosh, creative lead; Kat Maidment, Anna Kravtsov, Kamilla Kulieva, producer; John McIntosh, Adam Deutch, Siro Valente, Taner Besen, Jade Kim, Edgar De La Torre, Carl Fong, Jay Lee, Cythia Lee, creative team. Music Yma Sumac, artist; Song: Jungla (SILO x Martin Wave Remix) Sound King Lear Ed Downham, Jack Sedgwick, Ned Sisson, sound designers; Natalie Curran, Leo Clayton, producers. Color Trafik Daniel De Vue, colorist; Sasha Pace, producer; Karena Ajamian, exec producer.

 

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